A brewery does something annoying or offensive — what do you do?
If you don’t challenge, you’re letting them off the hook.
But if you write or Tweet about it, you shine a light on their stunt — just what they want — and your reaction, however negative, ends up being counted as an ‘engagement’ in a marketing executive’s ‘return on investment’ report.
It will probably also gain them even more attention when it’s reported as ‘BEER GEEKS OUTRAGED’ in the trade press two days later.
We tend to ignore, because, frankly, stunts are boring, and ignoring is easier… but should we?