Thinking back to some campaigns that turned into disasters because you had to click to learn more.

1) Burger King’s “Women belong in the kitchen.” Tweet, which was a thread that continued “if they want to be.” And then described a grant program for women chefs to go to culinary schools.

2) Groupon’s “Tibet” ad. Framed like a documentary on the beautiful culture, and ending with Timothy Hutton getting a discount on food. But you had to visit the website to learn that it was tied to charity.

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The Groupon ad which neglected to mention what the hell you just saw meant. Basically, every time you eat out and be a bit selfish, money would go to a charity of your choice, like to the people of Tibet. https://youtu.be/vVkFT2yjk0A

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I love Groupon’s commercial. It was dark humor. People are too easily offended. At least it somewhat educated people on an international crisis.

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I thought the women belong in kitchen ad would have been ok if it was a headline and long copy print, the tweet medium was not right.

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It was a print ad too. People ignored that.

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