Marketing specialists know that we are attracted by bright colors, the pleasant voice announcing the beginning of an action, and, of course, discounts. It seems, everything in advertizing is thought over to trifles, but it not so. Even the large companies can mess up so strongly that the mistake can cost them millions and even billions of dollars.
9 ridiculous miscalculations which have allowed the known companies.
In 2014 in Apple have decided that people surely will like a new album of the U2 group therefore the company has concluded the contract with group and I have automatically loaded an album on all devices of Apple. All love free things, have thought in Apple.
Here only people love free things if they are necessary to them (at least slightly). The album took a lot of place in memory and he couldn't be removed in any way that, respectively, it was pleasant to very few people. But still the big problem was that for Apple the album wasn't free. They have spent $100 million only for marketing plus as much again have paid U2. Later Apple after all has allowed to remove songs from devices.
© David Holt / Flickr © Walkers
In 2010 the British company Walkers Crisp (we know them as Lay’s) has decided to carry out an unusual event: if the person bought a bag of chips for 40 pence (~ 65 cents), then he could visit the website and try to foretell when it is going to rain. If prediction came true, then the buyer won 10 pounds (~ $16).
However the problem was that the competition took place in England (where it is often cloudy) and in the fall. Therefore so rainy week soon was that each prediction came true. Only for this week Walkers has lost more than 1 million pounds and continued to lose money. But there is also a positive side: advertizing was successful and people have forever remembered the name of a brand.
On September 27, 1986 the American company United Way has decided to break the record and to start 1,5 million balloons, thereby having declared oneself. In the city of Cleveland (USA) in a big hangar of 2 500 people have inflated with helium thousands of spheres, and then have opened a roof and spheres have released. It was a remarkable show, but only for several minutes.
Nobody has considered a rain which has gone to launch. Has instantly beaten spheres to the earth, and wind has carried on all city. There was as a result all city transport, the runway and the mooring (video) were closed.
It has also led to the death of two boatmen who couldn't be found because spheres have covered all local lake. The wife of one of the dead has seized from the company $3 million Besides, the company has paid millions to the city to indemnify loss.
© Wikipedia © Wikipedia
In 1981 American Airlines has decided to give an opportunity to rich clients to buy the subscription on unlimited flights. For $250 thousand the client acquired the right for unlimited number of free tickets in the 1st class. And for additional $150 thousand it was possible to buy the subscription for the friend.
Marketing specialists thought that the admission will be used only by the large companies to transport the top managers, but subscriptions have begun to buy everything. So, one guy flew to London 16 times in one month. And why is also not present? It is possible to fly though every day.
As a result the company has been forced to carry thousands of passengers free of charge and in a week has lost $5 million. Subscriptions have right there cancelled, and money has been returned to card owners.
In 2005 Snapple (the company on production of Dr Pepper drinks) has decided to expand a line of products and to produce ice cream. They have thought up grandiose advertizing campaign: to make the biggest ice cream in the world and to enter the Guinness Book of Records.
The eskimo weighing 17,5 tons has been frozen at factory and according to the plan had to be delivered to New York. Huge ice cream during the hottest season of year in the middle of hot asphalt. What could go not so?
When ice cream was brought to the downtown and have opened the truck, waves of strawberry syrup have rushed from there, covering everything on the way. As a result of the street have been blocked for 2 days, and the company has spent millions of dollars for compensation of damage and cleaning of streets.
© The Sun © depositphotos
In 2011 the British network of supermarkets Tesco has arranged price war with the competitor of ASDA. Tesco has said: "If you find the same goods cheaper in ASDA, then we will return you a difference". That is if you have bought wine in Tesco for $20, and then have found the same wine in ASDA, but for $18, then Tesco will return you $2.
The company assumed that clients will buy only the necessary things. But resourceful people bought up everything that was cheaper in ASDA, received a difference, and then handed over these things back. As a result they received more, than spent. During the stock of Tesco has lost the enormous sum which was disclosed.
© Vic / Flickr © Марк Морган / Flickr
In 2009 the KFC company has decided to advance the new dish, giving it is free. Wishing to keep restraint, KFC declared the offer on a show little-known (the company so considered) the actress Oprah Winfrey. But have underestimated Oprah's audience and television.
Therefore when the audience has learned that they can print out the voucher for a free lunch in KFC, 16 million people have made it. Also have come to KFC through the whole country. Lunches came to an end in several hours, and until the end of the action the company has lost $40 million and has paid the same enormous sum to Oprah for advertizing.
In 1984 as the venue of the Olympic Games have chosen the USA. In honor of this event of McDonald's has started an action with the slogan "If to Win the USA, You Will Win!" (video). For each medal won by Americans visitors were given free dishes. For a bronze medal — a glass of Coca, for silver — French fries, for gold — Big Mac.
But there was unforeseen. That year the USSR (the main competitor of the USA) boycotted the Olympic Games. Americans have got 83 gold medals, 61 silver and 30 bronze. It is much more, than it was expected. As a result the "Olympic" action has nearly ruined McDonald’s as all ate free of charge.
In 1992 Pepsi strongly lagged behind Coca-Cola in Southeast Asia. Therefore the Philippine leaders of Pepsi have decided to start an action under the name "Fever of Numbers". The plan was simple: under covers of drinks of the Pepsi company the code and the sum of a prize — from 1 thousand to 1 million peso ($40 thousand for that time) was placed.
Money could be received, only if at the end of an action declare that your number advantageous. When Pepsi declared the winner who will get 1 million peso, has made a mistake. As the winner have chosen number 349, but he shouldn't have been advantageous because has been printed on 800 thousand covers. That is 800 thousand people have won 1 million (on all 800 billion peso).
The company couldn't pay such sum therefore has referred to failure of the computer, but it hasn't helped. In the capital of the country disorders have begun, burned down trucks and the Pepsi plants. As a result of it 3 employees of the company have died. Soon Pepsi was necessary to give 250 million peso — all the income for the previous 2nd years and time of action of an action.
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