A Motrin ad designed to commiserate with moms about the aches and pains that come with toting around baby had the opposite of its intended effect. Miffed moms mobilized via Twitter using the tag #motrinmoms to register their dismay with the ad. Eventually, traffic to Motrin's Web site caused it to crash and Motrin pulled the ad. Blogger Peter Shankman points out this episode shows how vital it is for marketers to research their target audiences and join the Twitter conversation.

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