The best defense…is a good offense. What’s a multi-national company to do when the quarterback has turned against your fans? Some companies tackled the country’s quarterback with Super Bowl ’17 commercials in an end-run.
Photo Courtesy of: bustle.com
In the era of hashtags and social media, Coca-Cola and Airbnb reached out to defend their international audiences in the wake of ethnic exclusion. #WeAccept was the tag line for Airbnb’s commercial featuring multicultural faces which advocated that: “The world is more beautiful, the more you accept.”
Airbnb’s co-founder, Brian Chesky, made extra points relying on hosts to volunteer their homes to stranded travelers. He announced on Twitter that the company would “provide short term housing over the next five years for 100,000 people in need.”
Coca-Cola had similar skin in the game with a commercial featuring “America the Beautiful” being sung in multiple languages calling for a fair catch from the new travel interceptions our country is enforcing. Although the commercial was revived from its original airing in 2014, the powerful play was now received with a different meaning.
In an environment of exclusion, Coca-Cola and Airbnb scored ads advocating for inclusion. Both companies’ knowledge of their international clientele was utilized to make a statement. An audible expressed that these American companies stand with the world.
Knowing your audience is a game changer in effectively conveying a powerful message. Airbnb has many clients that stay in American homes when visiting from abroad, while Coca-Cola is a touchdown all over the world.
Strategic uses of the media is beneficial to all companies. Even when you are blocked, strategy and preparation are key. Use communication strategy and media coaching to be Ready when it’s your turn to take the field.