Smart Car: Bird Crap Tweet
Unlike all of the other examples, there
wasn't much that could have been
done in terms of advance planning for
this one. Rather than searching for an
opportunity, this one presented itself
without warning. On June 17, 2012,
Smart Car received the following
tweet:
Ouch! That snarky jab was meant to
demean the Smart Car brand, known
for its unconventionally small car
design. Rather than letting it slide,
the team got to work right away
and came back with the following
infographic:
Though it took 2 days to send the
response, this is a great example of a
brand monitoring what's going on in
real time and reacting as quickly as
possible.
Clayton Hove
Official smart USA
@adtothebone
@smartcarusa
Saw a bird had crapped on a Smart
Car.
Totaled it.
Couldn't have been one bird,
@adtothebone. Sounds more like
4.5 million. (Seriously, we did the
math.)
17
