When shit hits the fan, don’t hide!
KFC had an amazing promotion going on, even getting the support of Oprah. The promotion was offering two free pieces of grilled chicken, two sides and a biscuit to anyone who downloaded a coupon within a two-day period. Instead, it turned into an unmitigated disaster when the company was unable to execute and actually had to rescind the offer.
Blogs began reporting “riots” at New York City KFCs and local news crews interviewed fuming customers getting turned away in other markets, including Chicago. Consumers complained about rude service, and media complained about a PR team that seemed asleep at the wheel. See the video below:
Even though they completely screwed up this promotion, they did something right. When shit started to hit the fan, their CEO got in-front of the camera and apologized (see video below). Such a small action, but so powerful in the mind of the consumer. When shit hits the fan, don’t hide behind a press release, man up, get in front of the camera and let people know what is going on.
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