*Update 25/7/2012*
MBS has informed me that there is only 1 booth near “Carnivore Brazilian Churrascaria” and not several as previously mentioned. Thanks to MBS for calling me and kindly pointing out the error! They have also informed me that they have corrected the typos in their Press Release.
I had to take a Panadol to write this entry.
Recently, I’ve been making fun of Marina Bay Sands’ (MBS) facebook campaign, “The Shoppes Experience” because it fails on so many levels. KingsMen is handling the OOH display.
What
Visitors to MBS may take photos in a green screen booth, called the “Social Pavilion” near “Carnivore Brazilian Churrascaria” . This booth allows them to superimpose various MBS ‘experiences’ on the green screen and share it on facebook.
Why it fails
All brands want customers that act as advocates for them on social media. But what does it say about your brand and product experience when your customer literally has to ‘Photoshop’-in a great experience?
Because that’s what this campaign implies.
Is the Shoppes such a bland and unremarkable place that you need to build a green screen booth so that your customers have something vaguely interesting to share on their facebook accounts?
And then there’s the implementation. Absolutely terrible.
To experience even more absurdity, click here to view the album.
To make matters worse, their press release is riddled with errors.
I’m shocked that a ‘world-class’ organization like MBS would:
1. Approve such a poor concept
2. Allow it to continue despite its terrible execution
