Last but not least: real-time marketing glitch
The online retailer Made.com saw the Scottish independence referendum as a great opportunity for a real-time marketing campaign. Unfortunately, it chose the wrong ad, and the campaign didn't go over well at all.
On September 19, the company congratulated the new Scotland on its independence in a newsletter. Wrongly, because around 55% of all Scots had voted for a united kingdom.
Made.com had obviously prepared two versions of the newsletter. The company immediately sent out a second one, this time with the right message, thus missing the chance to at least comment on the mishap in a humorous way and for once score points with a really spontaneous reaction. The result: a lot of international attention and just as much media scolding. (sis)
