The happenings at VA-Tech only illustrate that Baghdad does not hold a monopoly on senseless acts of violence. Using Anna Nicole as an example we will have 24hr coverage of this incident for at least 3 months. Regardless it is sensational enough that it will take some of the pressure off us for at least a week - probably two. Now I haven’t had too much time to really watch the news on this event but I have seen more than enough of the over exposed “student come CNN reporter.” Someone who happened to be in the right place at the right time with his cell phone to capture a bit of ruddy video. Trust me it is little more than an audio file. Additionally I have seen this new pseudo reporter giving exclusive interviews of what he witnessed which appears to be little more then speculation on the events inside. He couldn’t see much… he was outside with his little cell phone. So why is he suddenly out there so visible as the lead spokesperson? I fully expect he now has an agent and a movie deal. Wait… Is that a new wardrobe? It’s a sad state of affairs that he is using a tragedy to get his 15 minutes.
I have also seen several clips of students wearing branded matching school T-shirts during interviews. I clearly understand that they wore the shirts for solidarity but it dawns on me that those shirts sole purpose are to market a product – VA-Tech. Now I love beating the drum as much as the next marketing guy, but come on… On this occasion I think a black arm-band or simple scarf provides a lot more taste. Wearing matching marketing T-shirts is just too much a slap in the face during what should be a grave and solemn moment. This isn’t a prep-rally after all.
There is a point were shameless marketing becomes inappropriate manipulation of unfortunate circumstance. Hopefully all this will backfire but unfortunately I’m not sure people will see through it. After all this is America; home of Obsessive Compulsive Viewers and the worlds best marketing and promotion minds. I know many of you (Mr. BUA) are saying Mr. Pot Meet Mr. Kettle. Notice you’re both the same color. OK I suppose I am somewhat responsible but even I have my limits.
I mean let’s think about the ramifications here. Strategically where is this going… marketing packages for post catastrophic events such as a high profile car bomb, suicide vest or IED?
“Joes Auto Repair – If we can fix it you don’t want it.”
“This vest sponsored by Al Qaeda custom clothing – serving Iraq, Iran and Syria since 2003.”
“Searching for a loved one? Google The worlds most powerful search engine.”
Perhaps this place has affected my already morbid sense of humor to a point of no return but now more than ever I feel some lines must never be crossed! Lines that I believe are starting to blur…
Thursday, April 19, 2007
Blood Money: turning tragedy into promotion
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2 comments:
Mr BUA needs not say anything. And yet... the matching VT branded clothes did not bother me. It bothered me more that people with no connection to the slain students or the school wearing the branded clothing. I also have other thoughts on how the time there leaves us desensitized, but I will save those for an e-mail.
When Stevie Ray Vaughn died, this guitarist I knew showed up wearing all black as a sign of mourning. The shirt had some tagline like "RIP-SRV" followed by a guitar manufacturer's logo (btw, it wasn't Fender, which is what Stevie Ray played). I asked him what that was all about, and he began to tell me what an influence SRV had on his playing. The rest of the band joked privately that this guy wouldn't know a Stevie Ray lick from a Miles Davis solo. His taste in music just didn't go in that direction, however, he had some need to be a part of the mass mourning that swept the music community, only he did it by unwittingly promoting a brand of guitars that SRV never used!
Similarly distasteful, at the PGA golf tournament the weekend after the VT shooting, the Titleist caps that their endorsed golfers wore were sporting the VT logo and colors... but it was ultimately the Titleist logo that was truly branded. I wanted to feel it was a sign of respect, but deep down, I knew it was just another marketing campaign.
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