What a Week in Marketing! Going Dunkin’ Now! #FeelingFriday

Source: Dunkin’

In my graduate class at NYU, every week I have the students present something they observed in marketing. I call it “Marketing is a Spectator Sport!” The Summer Semester is over already, but wow what a week this would have been in class!

First we had the Astronomer Gwyneth Paltrow response to the “kiss-cam” incident, which to my eye was quite brilliant.

Then we had Sydney Sweeney’s Jeans and all the social backlash, which honestly the brand should have planned for if they hadn’t already.

And now at the end of the week we have Dunkin’ getting some feedback for entering the genetics territory as well for its video with Gavin Casalegno as the new “King of Summer.” Take a look …

If you don’t already know, Gavin is from “The Summer I Turned Pretty,” so he’s already in this Summer mode. It’s obviously a huge coincidence that Dunkin’ and American Eagle launched these two campaigns in the same week but it’s no coincidence that they are both getting social commentary on it.

It’s the land we are living in now, marketers. We have to accept it and plan for it. Our consumers have feelings for our messaging and we should actually be thankful for it. They are paying attention to our work and to our brands. Careful testing upfront will point out the warning signs and careful scenario planning will map a course for the feedback we get afterwards and will guide us on what to do next. It’s just how it’s going to work now. And it should be part of campaign development and planning.

We don’t have to hide from it. We should run towards it with care. Embrace the feedback. I cherish it, actually because it’s what makes consumer engagement so, well, engaging.

Can it be harsh sometimes, sure. But let’s learn from it. At least that’s how I’m feeling at the end of one of the most engaging weeks in marketing in a long time! Right?!?

What’s your experience? JIM