02350nam a22004691i 4500 000710614 CaToSAGE 20240202172917.0 20170113114345.0 m|||||o||d|||||||| cr ||||||||||| 170109s2017 enka fob 001 0 eng d NEZPRACOVANÝ IMPORT 9781473997813 (ebook) : No price (OCoLC)1017726383 CaToSAGE eng CaToSAGE rda pn UtOrBLW HF5415.1265 .R63 2017 658.872 Robson, Karen, author. Sherlock the Beagle : viral advertising success or public relations disaster? / Karen Robson, Leyland Pitt. London : SAGE Publications Ltd, 2017. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Includes bibliographical references and index. KLM, the Dutch national airline, produced a YouTube ad featuring a lovable beagle called Sherlock, who used his acute sense of smell to reunite passengers with the items they left behind on airplanes. The video quickly went viral, achieving millions of downloads. Major news outlets and customers believed the video to be true, only to find out after a few days that while the story was cute, it wasn't true at all. Customer misconceptions spread like wildfire via social media, resulting in consumer backlash. KLMs share price also declined over this period. This case explores the controversy around a seemingly well-intentioned yet grossly misunderstood ad, and encourages students to consider issues related to why the problem occurred and how KLM should respond. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas KLM (Airline) Viral marketing. Consumer behavior. Pitt, Leyland, author. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/sherlock-the-beagle-advertising-success-or-public-relations-disaster Plný text SBC EB NEPOSILAT EB