It feels like almost every brand Facebook page I stumble onto, there's a tab or link to a contest or giveaway. It makes sense, and is a great way to connect with consumers and give them actual incentive to get involved. But a blog post for Ad Age's digitalnext blog looks at J.P. Morgan Chase's near disastrous consequences after a philanthropic digital effort went wrong.
The concept was for fans to vote on which charities Chase would donate money to. But after claims of voter fraud and supposed Chase interference to ensure charity winners aligned with the brand's missions stirred plenty of controversy. The column is essentially a critique of the program and points out where Chase should have been more transparent with its fans.
This is a perfect example of how our digital world is changing the game. With the ability to publish and gather feedback instantly thanks to digital and, in particular, mobile, brands are expected to prove validity and provide answers regularly and as issues come up. With the shift towards brands as publishers, there are new arenas that businesses need to understand the rules of if they want to play there. But at the end of the day, the basic principles are the same. A financial company like J.P. Morgan Chase should be extremely familiar with consumers expecting answers and validity. What they're not used to is that demand being instant and playing out on their owned media.
Source: Chase Shows How Not to Manage an Online Charity Campaign
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