Event Title
Location
Orlando, FL
Description
Controversial ad campaigns from companies such as Nike have suggested that “any publicity is good publicity.” This case study of a controversial 2019 advertising campaign by Peloton, where one its ad not only was critically panned, but resulted in Peloton losing nearly $1 billion in market value. The case shows that not only was Peloton tone deaf about the message the company is putting out there, it defended itself by insulting its consumer base.
DOI
10.30658/icrcc.2020.12
Recommended Citation
Carveth, R. A. (2020). Is All Publicity Good Publicity? Ask Peloton. Proceedings of the International Crisis and Risk Communication Conference, Volume 3 (pp. 49-52). Orlando FL: Nicholson School of Communication and Media. https://www.doi.org/10.30658/icrcc.2020.12
Included in
Other Communication Commons, Public Relations and Advertising Commons, Publishing Commons, Social Influence and Political Communication Commons
Is all publicity good publicity? Ask Peloton
Orlando, FL
Controversial ad campaigns from companies such as Nike have suggested that “any publicity is good publicity.” This case study of a controversial 2019 advertising campaign by Peloton, where one its ad not only was critically panned, but resulted in Peloton losing nearly $1 billion in market value. The case shows that not only was Peloton tone deaf about the message the company is putting out there, it defended itself by insulting its consumer base.
