Walking Dead, eat your heart out … literally or figuratively, whatever works for a zombie show.
This short mockumentary shot right here in metro Atlanta by some Ace Hardware employees has racked up more than 55,000 views since being posted to YouTube less than 24 hours ago. While throngs of Internet goers have found it rather humorous, apparently Ace Hardware isn’t among them. The company left this comment on the video shortly after it went live:
Okay, we get it. A random video with guns, talking about using elderly people as target practice, pops up on the web. Chances are the communications department shifts to threat level read, working overtime to do things like ‘minimize the damage’ and get the video off the Internet.
Good luck.
This isn’t exactly a social media blunder, but it does represent a missed opportunity not only for Ace Hardware (and other companies mentioned in the spoof like Big Green Egg, whoever makes that fortified forklift, and the masterminds behind that spiral gardening tiller thing.)
Ace has a right to like or not like the video, sure. But their heavy-handed response also earned them a slew of less than favorable comments from YouTubers, some poking and prodding from media outlets, and now an open letter from fans along with its very on Reddit community. This thing is still evolving, but when you really stop to think about it, the unapproved video is probably more offensive to Ace itself than it is to anyone outside the company. Pretty much everyone gets the joke, and if the zombie apocalypse really did happen just think about the brand recognition!
UPDATE: At least one Ace store sees the opportunity here. (H/T @jill5455)
By tweaking their response a bit Ace could have redirected the conversation to a more favorable tone. How about something like:
“Ace hardware was not aware and did not approve of the use of our brand or store in this video. We do not encourage violent behavior of any sort, but in the event of a zombie attack we may very well barricade ourselves in a store and cookout with Big Green Eggs. If you can make it to your local Ace Hardware store, now or anytime after the dead start to rise, we’d be happy to demonstrate how you too can cook delicious food on this savory device … provided you haven’t been bitten.”
Look! I just accomplished the same thing Ace did, minus all the negative stuff, and even managed to plug a product mentioned in the film. Next, let’s reach out to the Big Green Egg company:
@biggreenegginc Any tips for best practices during a zombie attack? RE: ow.ly/h2luL ‘When the Zombies Come’
— Clay Duda (@clayduda) January 22, 2013
The Big Green Egg folks haven’t responded yet, but hopefully they’ll be willing to do an in-store workshop to show why they’re the right choice when zombie invade.
Luckily, you don’t have to wait for a YouTube parody video featuring your company (or a zombie apocalypse) to learn some social media best practices. SoCon13 is here to help. If you haven’t already, check out the huge list of thought provoking breakout sessions (more than two dozen!) and submit your question for the SoCon13 keynote panel before time runs out. Also, don’t forget to register! SoCon13 is less than three weeks away, returning to Kennesaw State University on Saturday, February 9.
Register now and reserve your spot at one of the Southeast’s premiere and longest running social media conference series.