Last August Mayor Michael Bloomberg shut down Trojan‘s attempt to hand out 10,000 free vibrators on the streets of New York City from hot dog vendor-style “Pleasure Carts.”
Had Trojan made even the most basic of efforts to capitalize on the local brouhaha created by the shut down, the social media buzz the condom brand could have garnered would have been off the charts. Instead, it was like the worst date you’ve ever been on: an awkward lack of conversation.
When Bloomberg’s office allowed the pleasure giveaway to rev up again days after brand promoters reportedly got the proper permits, Trojan missed the opportunity to take the campaign viral with a social push. Failing to harness its fans’ excitement, Trojan ignored Twitter—the brand hasn’t tweeted in more than a year—and paid no attention to Facebook, where it’s only comment was to say the event had been cancelled and then rescheduled.
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