Advertising Age Article Abstract
Crashing Motrin-Gate: A Social-Media Case Study
J&J Caved to a Vocal Flash Mob, but Did It Hurt Its Relationship With a Larger Audience?
BATAVIA, Ohio (AdAge.com) -- At first glance, it looks like Johnson & Johnson's Motrin was chastened by the power of social media when it yanked a Motrin ad campaign pilloried by mommy bloggers on YouTube and Twitter. But as it turns out, J&J might have been a tad hasty in pulling down its ad. In doing so, it bowed to a vocal flash mob that represents a tiny fraction of moms and Twitter users. ...