Brandjacking – Exxon – ‘Exxon Hates Your Children’ Campaign – By Elisabeth Mitchell – At PRNewser – December 2012Leave a comment
December 17, 2012 by fpujolmri
Excerpts of the analysis
One of the few downsides of doing great branding work is that the public’s familiarity with your name can be easily exploited. Thanks to the explosion of social media, “brandjacking” is a growing phenomenon.
In some cases, brands may benefit from being hijacked (see fictional characters like Lord Voldemort popping up with their own Twitter handles, thereby actually promoting the Harry Potter series). But most brand imposters operate with devious intentions: they either want to steal business from the company, purposely damage the company’s brand image, or create clever parody or satire. In the example below, we see a combination of the last two — a clever campaign created with the clear intent of doing harm to Exxon Mobil.
Look and sound familiar? That’s because it’s a virtual clone of recent Exxon Mobil ads like this one. This is brandjacking at its finest (and perhaps most dangerous for the brand being hijacked).
As soon as we hear that familiar music, we know we’ve seen this somewhere before. Then, when the first words out of the man’s mouth are “here at Exxon”, we know that this will be another carefully crafted pro-oil-company ad from Exxon. By the time we hear the shocking statement “We hate your children”, our well-trained brains have already told us that we are watching an Exxon-sponsored message–and the damage is done.
Views (Dec 17, 2012): 115,000
Liking Ratio: 92.5%