This Superbowl Sunday web-based marketing giant Groupon aired a controversial ad:
http://www.youtube.com/watch?v=vXGYK1eP_wo The ad begins like a PSA alerting Superbowl viewers to Tibetans’ strife, but quickly veers off, “and thankfully this culture can bring us such delicious food!”
Ad spots at the Superbowl cost $6 million per minute. Groupon is a web-based ad giant for local businesses. Ads deemed “too controversial” to air at the Superbowl are replayed constantly on the internet, for free.
Every incentive demands that ad companies get as cheeky as they dare, without actually offending their target demographic. Why is anyone surprised that marketers would push the envelop?
Slated for an initial public offering “sooner rather than later” and valued at $15 billion, Groupon took a risk with this ad. But it was only last year that this two-year-old company, successful from the start, turned down a $6 billion buyout from Google.
Groupon’s IPO may be in jeopardy because of its controversial ad. It’s precisely this urge for autonomy that encourages Groupon to stay independent rather than sell to a bigger firm.
Founder and CEO Andrew Mason responded to criticism on Groupon’s blog:
Saving money is a noble cause. Promoting small business creates community spirit and makes cities nice places to live. And, after all, every ad rule the Superbowl had did encourage advertisers to go as far as they could to make shocking commercials.
Groupon CEO Andrew Mason is hardly detached from the repercussions of his actions. When one of Groupon’s early partner entrpereneurs complained that Groupon hurt her business, Mason responded then on the Groupon blog too. This is a sensitive company, rooted in the idea of localized trade and awareness.
Urban coupons are so prevalent nowadays that a person living in a city would be crazy not to rely on deep discounts. Groupon would have been crazy to miss the shot at having every Superbowl viewer saying its name again and again today.
Urban coupons are so prevalent nowadays that a person living in a city would be crazy not to rely on deep discounts. Groupon would have been crazy to miss the shot at having every Superbowl viewer saying its name again and again today.
Poking fun at people who can’t defend themselves? Shocking. But paying full price? Now that would be a real crime.
