L’importanza dell’ascolto per comunicare: Il caso Tiger Woods (EA Sports)

Il caso è un po’ datato, ma non so quanti lo abbiano riportato nella blogosfera italiana. Comunque l’esempio in questione è da manuale e dimostra che quando c’è l’ascolto anche le critiche più dure, dei blogger/users/adopters più influenti, perdono l’effetto devastante che potrebbero generare e si convertono in buzz positivo (se la marca reagisce con tempestività e intelligenza).

Basti guardare a come la EA Sports ha “ribaltato” a proprio favore le critiche rivoltele da un utente su You Tube. Nel video, dal titolo sarcastico “walking on water” si mostra un piccolo errore di visualizzazzione (glitch) in una delle schermate del gioco Tiger Woods PGA TOUR 08.

Già, un piccolo errore, ma tanto basta per scatenare le reazioni, talvolte piccate, della community per l’accostamento (involontario) di Tiger Woods a Jesù.

La risposta di EA Sports.

In questo caso (raro per la verità), le critiche sono state affrontate dall’azienda senza alcun risentimento, anzi,  come uno stimolo a fare meglio. Lo spot  diviene quasi uno sforzo di co-creazione. La comunicazione risulta migliorata. La reputazione è salva. EA Sports ha accettato la sfida della Rete. E l’ha vinta.

Una simpatica parodia dell’episodio dal forum http://www.fark.com

Bigger than Jesus

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10 commenti su “L’importanza dell’ascolto per comunicare: Il caso Tiger Woods (EA Sports)”

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