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What Marketers Can Learn From Mistakes Made In Sunny Co.'s Red Swimsuit "Giveaway"
On Thursday, May 4, Sunny Co. Clothing posted a photo on its Instagram account promoting a giveaway for its red one-piece “Pamela” swimsuit. The rules were simple: Every Instagrammer who reposted the photo from Sunny Co.’s Instagram account and tagged the brand would receive a code through Twazer (a third-party app) to use on the Sunny Co. site that would cover the cost of the suit, leaving participants to pay only shipping & handling. Instagrammers had 24 hours to post their photos, but what happened next was entirely unexpected.
Thousands posted and Instagram feeds were taken over by the photo, which spread so quickly that it gave rise to memes poking fun at the thousands of reposts. On the surface, it may have seemed like a shocking success, but it was a success for which Sunny Co. was woefully unprepared.