Faire des erreurs volontairement pour que l’on parle de soi, c’est tout l’enjeu du badvertising. Aussi risqué que soit cette stratégie, la polémique et le scandales auront pour conséquence d’apporter de la visibilité médiatique et sociale. Provoquer la toile, un jeu qui en vaut la chandelle ?
Le marketing du scandale n’est pas une nouveauté : en 1993, la marque qui doit sa notoriété à sa communication provocatrice, c’est United Colors of Benetton qui en aura marqué plus d’un. Le sujet du scandale : une série de photos montrant une partie du corps tatouée d’un « H.I.V positive ». Cette publicité a suscité beaucoup de réaction et c’était exactement le but recherché. Condamnée à stopper sa campagne et a verser des dommages et intérêts à 3 séropositifs moralement atteints par la campagne, cette campagne a néanmoins beaucoup rapporté.
Les exemples aujourd’hui se retrouvent dans tous les domaines, industrie de la mode, monde de l’influence mais aussi politique. C’est la stratégie adoptée par Trump et qui consiste à provoquer au-delà des limites afin de polariser au maximum les électeurs. La stratégie « on m’aime ou on me déteste » demeure aujourd’hui une très bonne stratégie. Autre exemple dans le monde de la mode cette fois : Abercrombie & Fitch, qui divisait en proposant des tailles XXX-S mais en bannissant les tailles XL et plus dans leur magasins. La marque était pourtant très populaire.
Le secret est donc de pas porter atteinte à l’ADN de la marque, auquel cas cela créerait une véritable crise. À l’instar de Facebook, accusé de ne pas protéger suffisamment les données de ses utilisateurs et de Volkswagen, forcé de reconnaître des tricheries aux normes anti-pollution.
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