Lest marketers think the social aspect of being online is just something the “kids” do, the Motrin experience should make them shudder. Two days after Johnson & Johnson put a web-only video about the hazards of carrying a baby, they removed the video and are doing a mea-culpa to the women who slammed their efforts via Twitter and on blogs.
The Motrin campaign also ran in several magazines and advertised that Motrin can be used to take care of back, shoulder, and neck aches caused from ‘wearing babies’. To the militant Moms, this ‘wearing babies’ impression was especially galling. Ad Age said the Moms felt that Motrin was saying ‘wearing’ a baby made the Moms look “official.”
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I think Motrin got exactly the kind of response they were hoping for. They created an ad that became so hot with bloggers that their promtional work was done for them. Even though the video was pulled from their site, it's received 40k hits on YouTube in 2 days. Now that's brilliant viral marketing.
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Going Like Sixty
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