Marketers Again Mistakenly Think 9/11 Is a Good Brand-Building Moment

It's become an annual ritual: trying to convince marketers that the anniversary of the Sept. 11 attacks, which killed almost 3,000 people, is not the right subject for engaging consumers. It's possible for advertisers to come up with respectful tweets, of course. White Castle wrapped the World Trade Center towers in American flag imagery and told followers "We remember." And Cinnabon got involved with a somber flag image. God bless America. #NeverForget911 pic.twitter.com/NnfqnmsINg Today we honor the heroes and remember those who lost their lives on 9/11/01. pic.twitter.com/WbR2Cp97uk It's just a question of what a burger chain or other fast-food store has to do with commemorating tragedies, whether national or personal. @WhiteCastle @twerkrobot why do fast food chains keep doing this? "remember the dead. by the way, burgers" And then there are messages apparently from marketers who really, really have no business getting involved. Today is 13th anniversary of 9/11. We remember those lost, & honor those still fighting for freedom. #911NeverForget pic.twitter.com/W0yFU73L7V Some smaller advertisers came right out and offered 9/11 discounts, seeming eager to turn Sept. 11 into something more like Presidents' Day. 10% discount on All USA Logo Socks by entering the Coupon Code "Patriot" http://t.co/24dfuCltuO #MadeInAmerica #September11 #PatriotDay Rembering those who lost their lives on September 11, 2011. 40% OFF END OF SUMMER CLEARANCE… http://t.co/aAF3ENwtBr In honor of patriots today, all juice is 15% off! Come see us at the juicery! #rememberourheroes… http://t.co/ZSNcFiA8FV "Never Forget" September 11 2014 [ONE DAY ONLY] ---------- 20% OFF all digital weight training, bodyweight train... pic.twitter.com/R40vrLIzyd Patriot Day Weekend Special at College Liquors! TODAY thru SUN ONLY 15% OFF ALL Sam Adams Beer! Must show text.... http://t.co/I26QrGzRHt In remembrance of 9/11 we will be doing a patriotic special drink! 15%off Vanilla Blasts if you want it dyed red... http://t.co/VRUUBqvFOB But most just took the time just for some simple soul-searching and real-time-marketing. The NFL community reflects on the anniversary of 9/11: http://t.co/Gbnfqdphq4 #NeverForget pic.twitter.com/ChE9vHikSX With every step, we remember. #NeverForget pic.twitter.com/Qmj1E6onEi Always Remember. pic.twitter.com/2SsTeoemjf Our hearts and thoughts are with everyone affected by the tragic events that took place 13 years ago today. #NeverForget

Marketers Again Mistakenly Think 9/11 Is a Good Brand-Building Moment

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