Trojan Fails to Get Off on Facebook and Twitter | Adweek Trojan Fails to Get Off on Facebook and Twitter | Adweek
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Trojan Vibrator Campaign Teases Facebookers, Goes Limp on Twitter

Sex brand fails to get off on social media
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What could have been an engorgement of social media engagement for Trojan, the condom brand, has instead represented a largely limp effort.

Trojan has been trying to give away 10,000 units of its new vibrator product in New York City this week via hotdog-vendor-styled sidewalk “pleasure carts.” Lines formed for blocks in downtown Manhattan yesterday as women and men alike eagerly awaited a gratis sex toy. Then the city shut down the event because Trojan didn’t have a permit.

The brand announced on Facebook earlier today that it’s now got that permit in order, and the event should get off without a hitch today at 5 p.m. at 14th Street and 9th Avenue. But the brand hasn’t exactly risen to the occasion on social media, even though Twitter and Facebook have been buzzing about the vibrator giveaway.

On Twitter, the company has literally been turned off. Princeton, N.J.-based Trojan doesn’t have a verified Twitter account—the lion’s share of consumer products out there do—and hasn’t authored a tweet since April 2011.

Trojan’s performance on Facebook hasn’t been as lazy but still failed to rise to the occasion. After authoring two posts about the pleasure carts yesterday—one announcing them and the other canceling the event—the brand’s activity on the social site dried up for the next 16 hours. Meanwhile, throngs of its 1.2 million Facebook fans authored everything from complaints to witticisms. Yet Trojan’s social media team has barely reciprocated, stripping away any chance of engendering brand amour among an obviously sex-minded set.

Here’s how Trojan’s only Facebook post today about the pleasure carts ends: “First come, first served.” A Facebook user named Kaylee Hale quipped, “More like first served, first come.” Six people “liked” the comment though Trojan wasn't one to get in bed with the idea.

Meanwhile, despite what can be called a missed social media marketing opportunity, the brand might take note of a common theme among Facebook and Twitter users. Come to Los Angeles! Come to Boston! Come to Philadelphia! Come to Chicago!

Sounds like the pleasure carts could be going on the road. At least that seems to be the vibe.