When it comes to hot spot marketing, businesses all over the world are the same. Everyone wants to take advantage of the situation to make big news. However, not all events can be used for marketing, such as 911, a national disaster day in the United States.

Yesterday, there was such a hot spot.

“Now, buy two mattresses of any size and get a discount! ”On the 15th anniversary of the September 11th incident, a mattress store in Texas, USA, actually used the concept of the Twin Towers that fell during the terrorist attacks for promotion. In the video, after a woman shouts a promotional slogan, two men fall backwards, knocking over two stacks of mattresses. The woman screamed "Oh my God" and then smiled and said the 911 commemoration "We will never forget."

After this video was released on the store’s Facebook page, it immediately caused an uproar locally and even across the United States. People can hardly imagine that 9/11, an event that brought such painful memories to the United States, could be marketed in such a frivolous way.

“It’s too much, it’s unbelievable! ”“My family and friends died in the 9/11 incident. How do I feel when I see an advertisement like this? ”“Extremely stupid! Planes should hit this store! ”“911 is the ‘National Disaster Day’ in the United States, but there are still stores using this cruel method of consuming the victims for marketing? ”A flood of negative comments immediately poured into the store's Facebook comments section.

The overwhelming public opinion forced the store to delete the video and issue an apology. "I sincerely apologize. This vulgar video offended the lives lost in the 9/11 incident. It is also extremely disrespectful to the families who have lost their loved ones and are living in pain." ” Store owner Mike Bonanno said in a statement. He stated that he was unaware of the filming and uploading of this video.

In addition to issuing an apology statement, the store was also forced to close to quell public outrage.

When it comes to the 9/11 incident, which has triggered painful memories in the United States, some businesses, including some well-known institutions or big brands, clearly lacked sufficient empathy and sensitivity in their handling of the incident. In a Walmart in Florida, Coca-Cola Zero was placed in the shape of the Twin Towers with the slogan "We will never forget."

According to Wal-Mart spokesman Charles Crowson, Coca-Cola usually communicates with Wal-Mart on how to place merchandise, and this plan is mutually agreed upon. The promotion, which drew negative comments, was later discontinued.

In 2009, a print advertisement launched by the World Wildlife Fund and Brazil's BBD actually showed many planes crashing into the Twin Towers, intending to convey that the number of victims of the 2009 Indian Ocean tsunami was more than 100 times that of the 9/11 incident.

Although the original intention is to arouse public sympathy for another tragic incident, can the number of victims be simply compared?

“Some brands may have good intentions but are too opportunistic. Marian Salzman, CEO of Havas Public Relations North America, said in an interview with the Guardian, "We don't want to see any commercial marketing. If these brands can allow the day of mourning to be spent sacredly and quietly, they understand and respect the public." ”

Budweiser’s approach in fully respecting the public’s emotions towards 911 and winning goodwill for the brand is worthy of praise. It launched a commemorative advertisement in 2002, in which a group of horses knelt in the snow and paid tribute to the Statue of Liberty in New York from a distance to express condolences for the victims. In order to avoid over-consumption, this special brand advertisement was only aired once during the 2002 Super Bowl, but it was firmly remembered by the public.

Opportunistic marketing has driven countless businesses crazy, but unbridled eye-catching will obviously only arouse the public's disgust. It's time to seriously consider where the bottom line of opportunity marketing is. Especially during a solemn moment like the Day of Mourning, if you can’t think of a suitable idea, it’s better not to try to stand out.

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