Phil Lynott - A good pose in it's day I'm sure
When Thin Lizzy released their magical album Jailbreak in 1976, the title track of the same name contained amusing lyrics; “Tonight there’s going to be a jailbreak somewhere in this town”. The precise location of the jailbreak is obvious – the Prison. We forgive the band because of their creative license and ability to move us in other ways.
Gucci for years have shouted at us installing the virtues of their brand with a relentless onslaught of glossy ads containing gorgeous people. They have created design masterpieces but have had their share of catwalk boo-boos. We have let them away with their errors due to creative license and their ability to move us in other ways.
Gucci’s recent attempts at using online social marketing site Twitter however are criminal. The error goes beyond creative license and the marketing team should be jailed for their efforts, or lack of. They have adopted their above-the-line marketing strategy and used it on the web, giving us a spectacularly good example of how not to engage with customers using social media.
In Gucci’s twitter feed they have tweeted 16 times. 11 have been ads for their site and four times requesting that advocates help them move from having 3800 followers on Twitter to 100,000 followers! – Why on earth would I help? Are we supposed to feel sympathy? You haven’t earned my trust or respect yet. You haven’t given me a reason to help you!
A clear case of “Searchlight on my trail, Tonight’s the night all systems fail” – Thin Lizzy, Jailbreak.
(twitter @GuccibyGucci)
Gucci twitter feed
