Is all publicity good publicity? Ask Peloton-Reference-Cited by-同舟云学术

Is all publicity good publicity? Ask Peloton

Published:2020-03-11 Issue: Volume:3 Page:49-52
ISSN:2576-9111
Container-title:Proceedings of the International Crisis and Risk Communication Conference
language:en
Short-container-title:ICRCC

Author:

Carveth Rodney¹

Affiliation:

1. Morgan State University

Abstract

Controversial ad campaigns from companies such as Nike have suggested that “any publicity is good publicity.” This case study of a controversial 2019 advertising campaign by Peloton, where one its ad not only was critically panned, but resulted in Peloton losing nearly $1 billion in market value. The case shows that not only was Peloton tone deaf about the message the company is putting out there, it defended itself by insulting its consumer base.

Publisher

Nicholson School of Communication, UCF

Subject

General Medicine

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