Walmart's "Can't Breathe" Predicament Shows Value of Real Time Monitoring

Real time awareness of what's going on in the world around us isn't just reserved for social media or big time media events like the Super Bowl or Oscars. As Walmart just found out, it affects all your media, including TV spots that have been running for months now.

The world of digital and social media has taught marketer to keep on their toes. A slight misstep like not watching your automation process can get you in trouble. A few weeks back I wrote about how the New England Patriots twitter automation got them in hot water, when it sent out pictures of their jersey with a racial slur on the back. But, even if you're running traditional media campaigns, you need to pay attention to current events that could alter the meaning of ads you are running now.

This week Walmart took some heat for an ad they've been running since summer that features an African American dad giving his daughter a new cell phone. As she hugs him tightly in excited exhilaration, he says "I can't breathe." It's an innocent little fun moment between daddy and daughter. But suddenly, the phrase "I can't breathe" has taken new, highly political meaning in the wake of the Eric Garner verdict. Many social media protest have used the #ICantBreathe hashtag and many well known athletes have been seen this week wearing "I Can't Breathe" tee-shirts, bearing Garner's final words.

To their credit, Walmart was on top of the situation and took swift action, pulling the ad from the air and working on a re-edited ending for the spot. Are we, the general public, being overly sensitive to what was obviously an innocent reference in an ad that's been running for months. Probably. But that doesn't matter. For a company with such wide base of consumers, Walmart can't afford to tick off any percentage of them. It will affect the bottom line negatively.

However, showing quick action and understanding of the issue at hand can give their brand a positive boost. According to an article in MediaPost, "he decision generated some positive comments on social media, applauding Walmart for its rapid response and sensitivity."

In the end, it's just another example of why marketers need to monitor the world around them. Whether it's a pre-scheduled post or an existing ad, be ready to change with events shift world perceptions. In this always on, 24/7 world we operate in, you really don't have a choice.

Mike McClure, Always Watching the World Go By