CHIPSY IRRESISTIBILITY YOU TUBE VIDEO ISSUE

CLIENT:	CHIPSY
SECTOR :	F&B
SERVICES PROVIDED:	CRISIS MANAGEMENT

THE SITUATION

Chipsy Egypt has shared video Facebook page on February 11th, 2013 contains violence. No negative comments were received initially. Social ads started running on the update on February 19th, 2013. Negative comments started to reach an alarming level on February 19th evening expressing fan’s anger and disappointment towards the brand for portraying Egyptians in what they perceived as hostile and uncivilized behavior. The video has been downloaded and re-uploaded by a YouTube user with a negative title and gained 90K+ views causing a stir on social media platforms. Negative wall posts started to be received on Chipsy Egypt page wall on February 20th, 2013. Another video has been detected

WHAT WE DID

This issue considers first of kind happening to brand online in that time, so the agency thinking out of the box and activated the media monitoring to keep an eye for any updates then preparing a risk assessment then risk mitigation plan contains all necessary actions and recommendations. The important strategic approach was keep the issue online and solved online by issued and posted holding statement as a status update and reply with a shorter version to negative comments and wall posts, Not to post/run ads in the next 48 hours until we reassess the situation, posted a small version of the statement on Twitter and submitted an official legal copyright infringement complaint on behalf of PepsiCo- Chipsy

THE RESULT

The issue passed away and the fans understand and appreciate the situation, You Tube removed the videos uploaded by other You Tube users