What brands can learn from Durex's Facebook disaster

06/10/2013 | ABC News

A Facebook campaign from Durex promised to roll out an on-demand condom-delivery service to whichever city attracted the most votes -- but the stunt backfired after hundreds of Facebook users nominated Batman, a Turkish city known for being home to a conservative Muslim population. The episode shows the need for brands to run promotions with well-defined parameters and then find experienced social media managers to run them, public relations executive Ben Foster says. "Don't just look for the youngest person in the room to run it. Put an expert in charge," Foster says.

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