Through smart pre-testing, Groupon would have been able to find out that their creativeexecution was ineffective and either take corrective action or yank the spots altogether.
Kia success is not just the great creativeexecution of their Soul Shuffle campaign, with hip-hop hamsters driving a tricked out Kia Soul, but its integration of social.
In the past few weeks, three of the top brands in the world have had to launch public apologies tied to misplaced or misguided creative, execution and strategy.