Who would want to be the head of marketing at Carglass right now? Carglass – a company specialized in repairing and replacing damaged car windows seems to be swallowed up by a torrent of angry tweets. Thousands of Dutch twitter-users are tweeting and retweeting the following hash-tag: #carglasszuigt. Carglass zuigt, literally this means Carglass sucks. Whatever language you speak: that’s not good publicity. How this tumult was started (was it a prankster or a disgruntled customer?) is not exactly clear. By now it has swollen into a seemingly unstoppable avalanche of anti-carglass sentiment.
To add to Carglasses problems: someone pretending to work for Carglass posted a tweet threatening twitter users who were using the #carglasszuigt hash-tag with legal action. It doesn’t take a social media expert to predict how the internet responded.
Things got ugly pretty fast. Even the mainstream media got wind of the story. “Carglass victim of an online libel” one headline reads. Journalists and social media experts were discussing the case on the radio whilst a Carglass spokesperson woefully exclaiming that: “We really don’t know what to do right now.”
What can they do? Fight back? Against whom? Lay-low, whilst their reputation is being torn aport by a twitter-mob? Hardly an option. Carglass seems to be in a horrible mess. Or in a great position to leverage the attention.
How?Here’s my idea: admit it. Admit that you really suck.
Publicly admit that you suck and simply offer to vacuum the cars of customers who come by their shop and have their windows repaired or replaced for free! Either #carglasszuigt dies a quick death or it becomes the kind of promotional stunt that will keep people talking for a while.