Social Media Hit or Miss: Pride vs Preferences - Zócalo Group

Jun 29

Social Media Hit or Miss: Pride vs Preferences

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Here’s our take on which brands have made an impression, for better and for worse, across the social media sphere this week. Brands are chosen based on compelling recommendations, best practices and overall reach and impact.

Cookie Pride		Fair targeting – or misleading pricing?
A picture is worth a thousand words, eh? Well consumers who didn’t appreciate Oreo’s “Pride” cookie certainly made their voices heard (and those who liked it did, too!) As of today, the photo of an Oreo with rainbow colored creme in the middle has over 53,000 comments, 86,000 shares and over 275,000 likes.#BrandHitLearning: Be proud of what you believe in: Oreo (and by extension, Kraft) took a stand and decided to show its support of Gay Pride weekend and “proudly support love.” While it stirred up some consumer ire, the brand never apologized for the photo.		Orbitz, taking from its findings that “people using Macs spend as much as 30% more a night on hotels,” decided to show initial hotel results with higher prices to Mac usersthan those using the site with a PC. Social media users erupted with plans to “never use Orbitz again” and Orbitz became a trending topic on Twitter.Note: To be fair, it’s just the initial results that are pricier and Orbitz isn’t actually raising the prices of any hotel rooms – this simply affects the overall order. #BrandMissLearning: Be transparent: At Zocalo, we struggled with whether or not this was an actual “Miss.” Orbitz can practice its business in whatever it sees fit, but what will always be most important to any business - be honest. If you’re going to change something from what consumers have always known, tell them!

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