What would create a greater impact? A debatably “graphic” commercial distributed via less restrictive social media channels, or the same commercial still slated to be viewed via social but not before first submitting it to be aired before a primetime television special with strict guidelines that you just know will refuse it, create consumer backlash when it’s refused, thus driving curious viewers to the intended social distribution channel in droves?
There is a rather large divide between what is permissible for airing on television versus what is allowed on social media, particularly youtube. Marketers must take this into consideration as they create campaigns. However, if cards are played right and a company can understand social sensitivities or demand, playing one against the other may have its benefits.
Prior to the Oscars this season, a company that aids with postpartum recovery submitted a commercial to be aired during the telecast. The Academy has published guidelines which prohibit commercials for “political candidates/positions, religious or faith-based messages/positions, guns, gun shows, ammunition, feminine hygiene products, adult diapers, condoms or hemorrhoid remedies.” The commercial attempted to authentically portray the reality of a new mom going through moments surrounding the at-home experience immediately after returning home from giving birth. The tagline at the end of the commercial read, “Postpartum recovery doesn’t have to be this hard.” This is not intended to be a debate surrounding whether it was or was not appropriate to reject this commercial from being aired or if the content was or was not too graphic or if it is or is not yet another example of the unfair treatment of women in our society. My real curiosity is, “Did the marketing team KNOW it would never get past the reviewing committee and did they see an opportunity to amplify an issue and get eyes on the unedited content they intended the entire time via digital marketing channels as a result?”
I’m NOT saying they did this. However, how brilliant of a move if that was the strategy. Because of the press the rejection received, including an article in The Washington Post and an opinion piece on CNN, it’s not unreasonable to conclude that the 4 million views the commercial received weren’t a direct result. Previous videos that platform posted received a few thousand watches at best. Whether planned or not, the idea of stemming interest from mainstream channels to route viewers to uncensored social channels like youtube is an enticing prospect. It would be the black door in front of the peep-show shop that people are just dying to get behind to know what’s inside. It’s an interesting strategy to integrate traditional and digital marketing campaigns.1
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