Power to the People: Viral Campaigns and the Beijing Olympics

Who says the people don't have power?

A marketing firm released a press release today 'warning' Olympic sponsors about the potentially high cost of sponsoring the Beijing Olympics due to the proliference, "impact and dominance of consumer driven, viral campaigns and their ability to affect global consumer behaviours."

Tony Chapman, Founder and CEO of Capital C, one of Canada's leading marketing firms, cautioned Canadian marketers to carefully consider the dangers in fulfilling their Beijing Olympic marketing programs due to the dissatisfaction of activist groups and disheartened individuals -- (all with access to the democratic medium of the internet, I might add).

Chapman states that "the Tibet controversy currently interrupting the torch journey is inspiring a reaction of global proportions. It is becoming deafening as it is digitally enabled and swirls around the world, collecting images, commentary, evidence and an ever growing community of supporters. Conversations which started with Tibet and Darfur will cross over to China's environmental record, its treatment of workers, its foreign policy and every other cause imaginable, ultimately becoming an unstoppable force impenetrable by spin doctors, brand managers, or even the most elaborate marketing campaigns."

Chapman, in his marketing wisdom, goes on to say that the reaction to China and the "viral phenomenon" surrounding demonstrate to global brands that the rules have shifted from mass media (where they were in charge), to social media (where the consumer is in charge). "This is an environment where consumer behaviour will not be based on immediate needs, but upon moral and ethical criteria. Consumers are now demanding more than great taste; they are demanding corporate integrity. Today, how a corporation behaves towards its employees, community and planet, and with whom they associate are the new benchmarks for decision making."

Buyer be warned.

Corporate heads take heed.

As Margaret Mead so cleverly stated:
Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.