There’ve been a couple of times in the last week where I’ve been surprised by how little some people understand things – which is kind of surprising, considering what low expectations I have of people in general.
The first of these surprises was with Tom Watson (MP) blithering on about how McDonalds should cancel their Monopoly promotion this year. In and of itself, it’s not a bad idea – I’m no fan of McDonalds, and their Monopoly thing definitely encourages people to buy/eat more than they usually would.
However, Watson’s announcement was made the day before the promotion launched. By that time all the necessary materials have been prepared, printed, distributed, all the ads have been made and booked, and it would be almost impossible to cancel the promotion. And there seemed to be no real understanding of that.
If the press release had been a couple of weeks later, and was aimed at getting McDonalds to stop using it after the current promotion then that would’ve made more sense. (Not a lot more sense admittedly, since even a rudimentary Wikipedia search will tell you it’s been an annual promotion since 1987, but there’s always a chance that they might do something else, if a new idea could come up that would work equally well as a promotional tool)
All told, it just showed (in my opinion) that it was all just a “This is bad, OK?” press-release, with no real thought or understanding of the business (and marketing) processes underneath it.