Canadian Jet just launched a social media contest: The traveler who posts the most creative tweet using the hashtag #CanJetLuxury will win two round-trip tickets to any of the airline's destinations. The head of public relations conceived the campaign in an attempt to improve the airline's tarnished reputation. But within the first 24 hours of the contest, unhappy customers have hijacked the hashtag and are using it to air their complaints about the company's frequent delays and labor relations. Now the head of PR needs to decide whether to pull the contest, change the hashtag, or simply ignore the bashes. Some of her team members think the company should apologize as well. But for what, exactly? With expert commentary from Cynthia Soledad, the senior director of the KitchenAid brand and shared marketing services at Whirlpool, and Rick Wion, the director of social media at McDonald's. This HBR Case Study includes both the case and the commentary. For teaching purposes, this Reprint is also available in two other versions: case study-only, reprint R1403X, and commentary-only, R1403Z.

【書誌情報】

ページ数：7ページ

サイズ：A4

商品番号：HBSP-R1403L

発行日：2014/3/1

登録日：2017/6/5