Social media has given everyone a voice. And while that’s an optimistic sentiment, this isn’t always a good thing – the internet may be a haven of free speech, but it’s also the motherland of the troll. This fact has been exemplified once again in Walkers’ latest ad ‘Walkers Wave’. An innocent attempt to harness online engagement ended in tears when the Twitter account was left unmonitored. The trolls turned out in droves, and the crisp brand was forced to cut the campaign short. We explore the insights behind crowdsourced campaigns, and discover how brands can involve their audiences without being trolled.
Who knew Kendall Jenner, a can of soda and a staged protest would be such a recipe for disaster? Certainly not Pepsi’s creative team, who are responsible for that spot. While the ad clearly missed the mark, it’s also a cautionary tale of the power of the crowd, and the tendency to revel in outrage.
The 2016 elections in the US and UK may be making headlines, but democracy's messy embrace now stretches far beyond politics, with social media offering people a say on almost anything. How can brands make the most of the consumer vote without ending up with egg on their faces?
Reddit is known as the home of cat pictures, conspiracy theorists and celebrity Q&A sessions. But as a place that encourages freedom of speech, Reddit also has a dark side, with plenty of offensive posts. It's now launched a blocking tool, letting users silence the trolls.
#DeleteUber marked a turning point in online activism, with social media users banding together to take the moral high ground against Uber's badly-timed promotion. But did people ditch the app because they genuinely disagreed with the brand’s actions, or so they could post about it on Instagram?