Taste tests are a classic marketing tool. If you are as old as I am you probably had a yellow button saying that you’d taken the Pepsi challenge. However from a PR point of view there is also the ever-present risk of a PR #FAIL. A case in point being Microsoft’s Smoked by Windows Phone campaign in the US. The Verge has a piece on how Microsoft’s challenge was beaten by Sahas Katta and then the company had to deal with the reputation fallout when it tried to weasel out using a technicality.
Whilst Microsoft did address this PR issue quickly, the issue raised wider questions around the fairness of their campaign and took a lot of the kudos out of it.
Archived from my blog over at PR Week.