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.
Today we honor the heroes and remember those who lost their lives on 9/11/01. pic.twitter.com/WbR2Cp97uk— Cinnabon (@Cinnabon) September 11, 2014
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.
And then there are messages apparently from marketers who really, really have no business getting involved.
Some smaller advertisers came right out and offered 9/11 discounts, seeming eager to turn Sept. 11 into something more like Presidents' Day.
Rembering those who lost their lives on September 11, 2011. 40% OFF END OF SUMMER CLEARANCE… http://t.co/aAF3ENwtBr— Intimacy Box (@intimacybox) September 11, 2014
"Never Forget" September 11 2014 [ONE DAY ONLY] ---------- 20% OFF all digital weight training, bodyweight train... pic.twitter.com/R40vrLIzyd— Tee Major (@Tee_Major) September 11, 2014
Patriot Day Weekend Special at College Liquors! TODAY thru SUN ONLY 15% OFF ALL Sam Adams Beer! Must show text.... http://t.co/I26QrGzRHt— eDealColorado (@eDealColorado) September 11, 2014
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— Caffeine Supreme (@CaffeineSupreme) September 11, 2014
But most just took the time just for some simple soul-searching and real-time-marketing.
Always Remember. pic.twitter.com/2SsTeoemjf— Walmart (@Walmart) September 11, 2014
Our hearts and thoughts are with everyone affected by the tragic events that took place 13 years ago today. #NeverForget— Huggies® (@Huggies) September 11, 2014