Netflix Rents PR Trouble in Canada
They flubbed their lines on this PR event.
Movie rental giant Netflix rarely makes a business or PR misstep, but when they do, sheesh. It seems the company hired some actors to pad its Canadian launch, and with that they rented some nasty PR.
Netflix Inc. tried to bring a touch of Hollywood to its Canada debut Wednesday only to wind up apologizing for a botched publicity stunt.
Things backfired at a Toronto street celebration after reporters discovered that actors hired by the Netflix had been given written instructions to give media interviews gushing about the video subscription service’s arrival in Canada.
The actors also were urged to fill a variety of stereotypical roles, including “mothers, film buffs, tech geeks, couch potatoes,” according to the one-page handout given to them.
Netflix never intended to mislead reporters, company spokesman Steve Swasey said. He attributed the mix-up to the bureaucratic hoops that Netflix had to jump through to get a permit to close an entire street for Wednesday’s event.
To qualify for the permit, Swasey said Netflix decided to film a fake documentary. That led to the hiring of a handful of actors who were only supposed to help drum up enthusiasm and attract a crowd before CEO Reed Hastings arrived on the scene. Swasey wasn’t sure who decided the actors should give media interviews under false pretenses.
“We are embarrassed,” Swasey said. “We regret that this put on a blemish on what should have been perfect day for Netflix.”
via The Associated Press: Netflix hires actors to pose as its Canada fans.
Pretty careless–and very stupid if it was done on purpose. Haven’t heard if anyone was canned over this–yet.
But, you have to give them points for admitting their mistake with alacrity and contrition. Mistakes owned-up to quickly are a matter of forgiveness. Drag your feet, dissemble or lie and it becomes a matter of low credibility or mistrust.
Remember: when you screw up, admit it and the story usually goes away. Hide it, cover it up, obfuscate…you may find yourself Gone with the Wind.
And what company wants to rent that?
