No doubt Daniel Ravinowicz, president of Taxi NYC is waking up with a Motrin headache today. His agency was responsible for launch of a video on Motrin's website that caused such an uproar in the twitterverse this weekend, the site had to be taken down and apologies zapped to protesters pronto. (Yea, that job must have made somebody's Sunday.)
Taxi's intentions were admirable: create a site-promo to target a niche audience, timed to coincide with inauguration of International Babywearing Week. (Babywearing? When I wore snuglis it was called…wearing snuglis.) Babywearing causes back pain + Motrin relieves backpain = Easy Sell. Or should have been. Problem was, team who created the video had obviously never had to wear a snugli or sling or whatever trendier contraption babywearers wear these days. That they weren't babybearers themselves and never consulted with people who were, seemed painfully obvious from copy intimating that wearing your baby is akin to accessorizing and one does it to "totally look like an official mom." (Um. Hello. It's 2008. Huge percentage of babywearers are dads.)
Spot went viral, but not in the way that they'd hoped.
Jessica Gottlieb, a blogger/mom who writes for National Lampoon, saw it and posted her outrage on the microblogging site Twitter. A few hours (and thousands of anti-Motrin tweets) later, #MotrinMoms was the #1 search on the site, eclipsing SNL for first time since Obama was elected.
Then it went youtube. Katja Presnal, PR and Social Media Consultant/Mom tweeted Holy Cow. I just can't believe the motrin ad. Speechless. But not for long. Her next post was, I'm making a video to boycot motrin-pls send your baby wearing pics if I can use them! A few hours later, she posted a protest video to youtube. As of this writing, it's received over 4000 hits.
Katja's video went live at 3 AM Sunday morning. By 8 PM the same day, the Motrin site hosting the offending ad had come down and apologies sent to commenters who'd posted objections to it.
Big Pharma: welcome to the world of social media, where it takes sore consumers less than 24 hours to make corporate bumblers responsible for it, feel their pain.