Zippo: Olympic Controversy

The Sochi Olympics are approaching for the Winter of 2014 and companies are already doing whatever they can to cash in on the many marketing opportunities. There are a countless number of things that companies can play off of to market their business. 

Currently, the Olympic torch is making its way around the globe and a small mishap turned into what Zippo saw as a great opportunity. As the torch made its way through the streets, it went out. A man in the crowd took out a lighter and reignited the torch. While there is no evidence that the lighter was a Zippo, they used the event to bolster attention for the company.

Shortly after the post, Olympic officials forces the makers of Zippos lighters to take down the photograph. While they did take the photograph down, there is a chance the company could be in for some legal action. There is a law in Russia banning the use of Olympic symbols for advertising without the proper approval. 

Was it worth it?

Social media marketing is all about the risks. Companies have to constantly try to outdo one another in an attempt to keep their brand fresh and interesting. There isn't a lot of time for teams to get together to research and analyze the costs and benefits of a move like the one Zippo made. This is where a marketer has to use their gut and hope for the best. If the campaign is a success, the company makes money. If the campaign is a failure, you risk hurting the company's reputation and possibly losing your job. It is a tough decision, but it's one that needs to be made. 

Go for it.

Yes, there was backlash. Yes, they got in some trouble. However, what Zippo also did was get a conversation going. Unless you think there will be a massive outcry against a statement, you have to take the risks. Especially if you are a company that does not do so often. It gives people more respect for your company, they like to see new, edgy ideas. A company that is constantly hiding in the shadows can never hope to overtake one that is going to constantly. Success means risk.