[Air-L] Slapstick Marketing?

[Cristina Lopez]

Also happened a while back with Amazon reviews for Tuscan milk 
http://tinyurl.com/pjlnq6 and Uranium Ore http://tinyurl.com/oaex8x



Christian Nelson wrote:
> This reminds me of a recent experience.
> Some context: We've had periodic problems keeping raccoons from trying 
> to enter our attic. They try to rip a hole in the roof under the eves 
> of our dormers. This is not good. So, I searched online for a 
> solution. One suggestion was the use of coyote urine, as coyotes are 
> raccoon predators. So, I went online to see what coyote urine might 
> cost me. (Of course, that was before I realized that the urine would 
> stink to high heaven, and waft into the house through our windows.) I 
> found some of the stuff on Amazon.com. That's when I saw the relevant 
> phenomenon: a bizarre but creative review that few will ever likely 
> see, but if they ever did would no doubt attract attention to the 
> product's Amazon page. (I guess if its a marketing ploy, this email 
> posting of mine is proof that it worked.) The review follows:
>
> I am not sure why this product is advertised as a "lure", since it is 
> obviously meant to repel deer and other creatures wary of coyotes. I 
> myself do not have deer problems, living in a Manhattan condo, but I 
> do have a rather willful Cavalier King Charles Spaniel named Sir 
> Winston who aggravates me to no end with his aggressive behavior, 
> incessant barking, and refusal to obey my commands. Quite simply, I 
> just don't get no respect from him. I have tried discipline, bribery, 
> psychotherapy, and even physical restraints, but nothing works. After 
> Sir Winston chewed up and peed on my $1200 Amedeo Testoni loafers, I 
> knew I had to get serious.
>
> The coyote urine smelled no different from the hundreds of other urine 
> I have smelled. Perhaps I was expecting something gamier or muskier 
> than your average urine. For a moment I was afraid that someone might 
> have simply urinated into the container, trying to pass it off as 
> coyote urine. Brushing my doubts aside, I went to the bathroom, 
> removed my shirt, and then liberally applied the coyote urine to my 
> body--under my chin, on my torso, rubbing it into my arms--until I 
> fairly reeked of the pungent odor. I stepped out of the bathroom and 
> called to Sir Winston. Not surprisingly, nothing happened. I went to 
> search for him and found him in the kitchen, peeing on my Cuisinart. 
> The moment I came in, however, his body seemed to tense, and he turned 
> around quickly, whimpered, scrambled off the counter and ran to the 
> living room to hide under the sofa. I followed him to the sofa, got 
> down on my hands and knees, and called to Sir Winston. He responded 
> with a high-pitched whine. You can imagine how powerful and in-charge 
> I felt.
>
> "Sir Winston!" I yelled, "Come out now and face your master!" Sir 
> Winston crawled out, crouching low, and looked up at me with humility 
> and fear. "I am top dog now, and you will obey me!" Sir Winston 
> actually seemed to nod his head--quite a change from his usual 
> response of biting my ankle. "Go now to your room and repent your past 
> disobedience!" I yelled, and then, for good measure, I flexed my chest 
> and arms and growled, "ARRRRGGGHHH!!!" Sir Winston bolted to his room 
> as if the very Devil himself were chasing him.
>
> My success with Sir Winston has led to my wearing coyote urine all the 
> time and growling whenever anyone crosses me. The other junior 
> partners at the firm where I work have developed a new respect for me, 
> and even the senior partners have begun to give me a wide berth. I am 
> now experimenting with other predator urine, including wolf and bear, 
> but coyote remains my favorite.
>
> Is this Word of Mouth marketing? If it is, its the best kind, because 
> it's too darn hard to determine if it actually is marketing. Just like 
> the best pieces of irony are those that readers aren't sure are meant 
> to be taken as irony.
> --Christian Nelson
>
> On May 22, 2009, at 11:37 AM, Charlie Balch wrote:
>
>> In today's Washington Post:
>> http://www.washingtonpost.com/wp-dyn/content/article/2009/05/21/AR2009052104 
>>
>> 472.html
>>
>> We need a new term. Viral marketing doesn't fit.
>>
>> ... <SNIP> ...
>>
>> For a day or two, a black T-shirt featuring an image of three wolves 
>> baying
>> at a full moon claimed the top slot at the online store's clothing
>> bestseller list, beating out the usual, unremarkable mix of Levi's 505
>> regular-fit jeans, Crocs clogs and Adidas running shoes.
>>
>> And really, why wouldn't you buy the shirt, which is priced from 
>> $7.65 to
>> $17.93, depending on your size? Just read the long and growing list of
>> customer testimonials promising earth-shattering experiences or 
>> psychedelic
>> vision quests upon purchase.
>>
>> "I bought this shirt and instantly old girlfriends started calling me
>> again," wrote one reviewer.
>>
>> "My doctor says the cancer has gone into remission," wrote another. 
>> "Thanks
>> for changing my life!"
>>
>> As retailers, media companies and even government agencies attempt to 
>> get
>> with the times and connect with an online audience, every once in a 
>> while
>> they get a reminder: Anybody, or any group, armed with a Web browser can
>> anonymously game the system and manipulate the marketplace at sites 
>> inviting
>> user feedback -- for profit or just for fun.
>> ... </SNIP> ...
>>
>> Charlie
>>
>> Charles Balch MBA, Ph.D.
>> Professor of Business and Computer Information Systems
>> http://virgil.azwestern.edu/~cvb
>>
>>
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