German football giant, Bayern Munich, has received a huge backlash from fans after duping them into ‘liking’ the official club page on Facebook, according to an article published by Econsultancy.
In a social media marketing campaign the club’s marketing team stated that the club would be unveiling the signing of a “new offensive player;” excitement soon turned to anger when the new signing turned out to be a hoax, used to draw people in for the launch of Bayern’s new app, “The New FCB Star.”
Following a barrage of angry responses, the Bundesliga club apologised to its “dear fans” just three hours later.
Commenting on the risk of such stunts, UK head of digital at Waggener Edstrom, Jon Silk, warned: “Marketers need to be more honest than ever – fans will quickly turn to enemies if they feel they are being conned, and that negativity will spread even more quickly that the support.”
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