Here’s a good example of a brand that’s on point on social.
A couple of straight-up racists tagged this GAP ad featuring a Sikh Indian actor in a New York subway station, changing the line “Make Love” to “Make Bombs” and adding “Stop driving cabs” just to be extra dickish.
Lawyer and writer Arsalan Ifthikar saw it, photographed it and encouraged his 36,000 followers to share it; the image quickly went viral.
Less than 24 hours later, the GAP responded on Twitter:
@TheMuslimGuy Hi there. Thanks for informing us. Can you please follow & DM us? We’d like to know the location of this.
— Gap (@Gap) November 25, 2013
Not only did the company jump on the problem pretty quickly; they also changed their background pic to the ad itself as if to say “what was that, again?”
Did they have to do it? Nope. But the move won them a lot of good press over the past two days. Nice work.