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SITUATION:
White Stripes drummer Meg White is rumored to be the star of a sex video recently posted online. It is also rumored that this is the real reason for the cancellation of the White Stripes tour, which was previously blamed on her "acute anxiety".
http://www.contactmusic.com/news.nsf/article/meg%20white%20internet%20sex%20tape_1044575
OBJECTIVES
To keep White Stripes fans focused on their music and not on the sex tape. To keep the White Stripes as known as a band more focused on their music and not the "rockstar" life.
AUDIENCE
Indie/Rock Music fans between the ages of 16-34 who are fans of the White Stripes.
STRATEGY
- Use their acclaimed past albums for nostalgic appeal
- Go ahead and apologize to the fans and admit that it is her, Vanessa Hudgens did that and it seems to be working for her
- Uncancel the tour
TACTICS
- Have Meg appear on late night talk shows admitting and apologizing for the sex tape
- Put out formal statements with the apology to appear in music forward places such as Rolling Stone, Spin and Pitchfork Media
- On the late night talk shows Meg appears on, have the band play their music from old albums or promote their new album
- Uncancel the tour to show that Meg is not affected by this
TIMETABLE
For Meg to appear on all the late night shows should only take one to two weeks. The tour should be back on immediately.
METHOD OF EVALUATION
We could evaluate the success of this campaign by seeing if the sales of the White Stripes albums have faltered at all or have risen. Also, sales of the concert tickets for the revived tour can be taken into account.
SITUATION: In San Francisco in December of 2006 Demetrio Nagtalon rented a truck from Uhaul. After experiencing some trouble with the parking brake, he took it back to the rental center where Bobby Johnson decided to keep the vehicle's motor running, put it on an incline not blocking the wheels and went under the vehicle in an attempt to fix it. When the vehicle starting rolling, Nagtalon rushed to help Johnson who later called him a "hero". Unfortunately, it was Nagtalon who was then pinned between the truck and a barrier and later died of complications. His survivors are now suing UHaul for wrongful death claiming the company was negligent in failing to turn off the truck's motor, put the vehicle in "Park" or make repairs in a safe location. UHaul in return is saying that it was Nagtalon's decision to put himself in the position in which he was killed. The LA Times have previously written articles about UHaul having unfit trucks on the road being fixed by inexperienced workers.
Story can be found at http://fresno.injuryboard.com/wrongful-death/uhaul-sued-for-wrongful-death.php?googleid=11587
OBJECTIVE: To keep UHaul customers aware that UHaul is doing everything in its power to continue to rent out high quality trucks that its customers can trust and be safe in.
AUDIENCE: 25-50 year old men who rent out trucks for moving purposes for their business or personal lives
STRATEGY: Develop a different story angle for this particular crisis, hold a celebration for loyal UHaul customers, show that UHaul is no longer using old trucks, show that UHaul does maintence safely, show that UHaul is a professional company
TACTICS: Host a UHaul barbeque for its loyal customers, release a news statement showing that UHaul is sorry for the death of Nagtalon and praise him to be a hero, distribute pamphlets that show that Uhaul has no longer allows trucks older than 10 years old to be rented and that its employees that repair the trucks are highly qualified
TIMETABLE: This campaign could take up to a year. For the company to purchase new vehicles and license its employees to do repair work could take at least 6 months. The barbeque and news release however could be carried out in the next 2 to 3 months.
METHOD OF EVALUATION: We might be able to evaluate the success of our campaign if our sales go up, if we are no longer investigated by newspapers in the area for our lax behavior and we could do a survey to see how pleased our customers are with the service.
