If you were watching CNN on Election Night last week, you may have caught this embarrassing flub:
There was the Surface, one of Microsoft’s biggest consumer products of the last few years, reduced to a kickstand for its chief competitor, Apple’s iPad. (The fact that Microsoft mocked the iPad’s lack of a kickstand in one of its ads for the Surface makes things even worse.)
I don’t know if those Surfaces were there via any sort of corporate sponsorship arrangement. If they were—shit; and if they weren’t, that still sucks.
Either way, it offers a cautionary tale for marketers who are looking to influencers to help promote a product: Before you put that product out there, you’d better make sure it’s damn good. Because while being outright ridiculed or ignored is bad in their own rights, being reduced to a prop for the competition may be even worse.