What went wrong with the Walkers Wave Twitter campaign?

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.

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