If there was ever a story to make sure that you get full opt in for a particular campaign it’s this one…
Toyota are currently being sued $10 million for a prank terror multi channel marketing campaign.
Toyota advertised for contact details of friends to play a 5 day prank on. The friends were sent a personality test, during which they were opted in to the campaign. 5 days of terror later, using personal details and a variety of channels including email and phone, they were sent a video telling them it was all a hoax.
One $10 million lawsuit later Toyota’s attorneys are claiming that Toyota is not liable as the recipients agreed to participate.
A lesson to take away for us less controversial marketers – make sure your contacts know what to expect, when and have 100% legally opted in.