How Flash Entertainment missed an excellent opportunity
This morning I received an email from @BaselAnabtawi. The content of the email was very simple. We were to start an online social media drive amongst friends to convince Flash Entertainment in Abu Dhabi to help Basel in meeting @Metallica. If you haven’t been keeping up, Metallica is set to perform in the YAS Arena at Abu Dhabi on the 25th of October. This is their first time in the Middle East. What happened next was nothing short of insane.
I personally decided to take the content of the email and convert it into a small quick HTML page highlighting what we wanted everyone to do. You can see the set of instructions that we were passing around in the morning on this link.
What began as a couple of us tweeting using the #BaselMeetsMetallica tag turned within hours into a phenomena that gripped the UAE timeline. By around 4pm, #BaselMeetsMetallica fought its way up to the 3rd most trending topic in the UAE. It was truly a sight to behold.
While all of this was going on, as someone who’s actively managing clients on social networks, I was waiting for the finish line. I was waiting to see the reaction of @ThinkFlash after the horde of people tweeted every single possible type of message to them. Jokes, Memes, Witty Remarks Direct Requests amongst many others. Not once has anyone stepped overboard and insulted @ThinkFlash. We all kept it civil and we all waited in anticipation. I mean, what could they possibly say after the amount of love and support the community has shown a single man with a dream of meeting the band he grew up listening to? Then this came along.
What. A. Missed. Opportunity. Rather than seeing the craze that took place on the timeline and jumping on board with it, we received a lawyer’s note. A message so structured and so boring. The least a brand could have done is at least promise to try. Or look into it. Who knows what could have happened? I was genuinely disappointed and believe a much better answer could have been given. An answer that could have earned @ThinkFlash respect on a personal level to many people.
On another hand, today’s trend showed 2 types of companies. The Opportunistic and the Real Boring. The Opportunistic were ones who saw an opportunity to join the movement and gave their full support to the campaign. Amongst those was @IOION_UAE @naheldotcom @redbullUAE @SpotonPR and some others. The Real Boring are the ones who just stood on the side announcing corporate news without pitching in. Booo!
Overall this has been an awesome experience and great to see yet again how tight the UAE Twitter community is. A shout out goes to the region who all chipped in! Was good fun.