Linsanity Advertsing Fail

So as many of you know there is a massive social movment supporting Jeremy Lin and his career with the Knicks. this movement or should I say sanity is Linsanity. Companies are jumping on the bandwagon and capitalizing on this social icon. Ben & Jerry's launched an ice cream flavour called Lin-Sanity. The treat entails frozen vanilla yogurt, vanilla ice cream, and lychee honey. Unfortunatly there have been some flops with companies attempting to capitalize on the Linsanity.

A company called Beachbody created a unique social campaign that helped promote the brand and spread massive awareness during the Knicks versus Heat game. The fitness company coined the hashtag #linsanity for one night. The hashtag appeared on the screen during stoppages of play and users tweeted it. The catch was though that every time a user would click or searched for the term, they were sent to a promotional video by Beachbody. this was a great strategy to spread awareness, but it didn't follow regular marketing principles.

Firstly when I searched for the term to find out more, I didn't realize I was going to be subjected to a youtube video, let alone a promotional video. This was a bad strategy in the sense that they failed to gain trust with the audience because they sprang the advertisement on them. Finally, the term Linsanity hardly relates to the company at all, nor do they feature Lin in the advertisement. Over all it was a great strategy for awareness but a major failure with consumer connection and trust.