When Marcom Must Play Games
Today’s Wall Street Journal references the Bank of America corporate crooner whose paean to the company’s merger with MBNA was broadcast worldwide on You Tube (and apparently subsequently removed). He’s really not a bad singer and certainly can handle the song set to U2’s “One.” In actuality, the whole incident is just another corporate teambuilding exercise that seems acceptable internally but externally appears – to put in the article author’s terms – “cringe worthy.”
As mar com professionals, we are all going to have to participate in some event, video or other form of corporate silliness that could be deemed cringe worthy (the photo above is from a Web site promoting corporate games). In my career, I’ve edited inane videos, penned ridiculous lyrics and orchestrated stunts that were stupider than the stupidest pet tricks. It was all in the name of corporate fun, but at the end of the day when you tell someone outside the company what you did, the inevitable reaction is, “You’ve got to be kidding.”
So, how do mar com professionals keep their integrity while still orchestrating the requisite corporate fun? A few pointers:
Keep Clean – Don’t even think of using “blue” humor. Someone will get offended and you’ll take the blame.
Steer Clear of Stereotypes – I remember sitting through a “cowboys and Indians” skit that was truly cringe worthy. Someone should have pulled it long before showtime.
Be Smart – Don’t subject adults to infantile behavior and then scoff at them when they’re “poor sports” who don’t want to participate. Think smart humor and satire that can be done with a wink, not a whimper.
Play it Outside – Try your idea out on a spouse or someone outside the organization. If they cringe (too much), it could be over the top.
Which reminds me. My mother always said, “Don’t put anything in writing you don’t want to see in the New York Times.” My advice is, “Don’t do anything you don’t want to see on You Tube."
