Article by Yiannis Protopapadakis at marketing-tips.gr
After first printing 17,000 bags with a typo, ‘onilne’ instead of ‘online’, fashion brand Asos rushed to collect them, and it did just fine.
The company immediately made a post on Twitter, where it poked fun, saying: “We may have just printed 17,000 wrap bags with a spelling mistake. We call it Limited edition”.
Her immediate, human and humorous reaction, where she bluntly took responsibility, came before users could even comment. The latter were quick to deify her, praising her for not throwing away the bags, with the company managing to turn a blunder into a publicity event worth thousands of dollars.
In total the tweet received 590 comments, 8500 shares and 49,000 likes. One user even wrote: “Now I love you even more and I’m dying to get a bag like this.” This incident is taught in seminars as an excellent example of real-time marketing.
