To Post or Not To Post: The Content Dilemma

Hyatt was about to launch a month-long branded content partnership with the Atlantic that revolves around themes of inclusion, understanding and the importance of coming together. And then Charlottesville happened and they hesitated…

The video was conceived around the story of civil rights leader Xernona Clayton, who 50 years ago was searching for a place to host the Southern Christian Leadership Conference in Atlanta with Martin Luther King Jr. Not a single venue wanted to accommodate the organization until it happened upon a Hyatt Regency. Wednesday marked the 50th anniversary of the conference.

Hyatt isn’t the only brand to hesitate when it comes to releasing work that could be judged as politically driven. In March, for instance, brands like YouTube, Microsoft, Chevrolet and CoverGirl began promoting Muslim inclusivity through ads without saying they were political. Hyatt was among these.

On one hand, brands have to find a way to tap into the zeitgeist to connect with consumers. On the other hand, they must be wary of getting called out for taking positions in the polarized environment.

Source: https://digiday.com/marketing/hyatt-deliberated-scrapping-new-branded-content-work-charlottesville-riots/

Would you have gone forth with the campaign? 

Why it’s hot: 

  • As marketers and advertisers, we walk a fine line with messaging. What the audience perceives of your messaging, especially in these politically volatile times can make or break a brand.