In an Ad Age article Procter and Gamble may have gotten themselves into a little more than expected. The company attempted to blow away the public in Rio de Janeiro, Brazil with a new sweepstakes promotion, but instead called in the bomb squad.
Crates were placed all around the city in attempt to be a teaser promotion for P&G's sweepstakes called "P&G Faustao's Airplane," which would include drawings and winners with $100,000 worth of prizes.
The public responded to the crates as a bomb scare, which tarnished the whole promotion (although P&G has decided to continue with the promotion).
This goes to show that maybe that situation analysis is necessary. We need to have a full understanding of the situation and culture before placing media.
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