Picture this scenario and tell me if you think it would be bad marketing:
A customer walks in to his local Ben & Jerry's scoop shop - perhaps to order a cup of SFTC's current fave, coconut seven layer bar ice cream with hot fudge... mmmmm... yeahhhhh... Oh, sorry, where was I? - and after he pays up, grabs a couple of those useless half-napkins and enjoys that first creamy bite, the kid behind the counter says something like this:
"Thank you for buying our ice cream. You realize, of course, that all of that fat and calories and fat and sugar and fat are going to kill you eventually, so we'd like to invite you to go get a gym membership. Have a good day."
Hard to believe, right?
Yet that's the feeling I got when I read this Earth Day promotional email from your good friends at United Airlines (click image to enlarge):
Maybe it's just me, but here's how I read this message: "Thanks for flying the friendly skies. You realize, of course, that by using our product, for which we charge you lots of money, you're basically going to destroy the earth's atmosphere. So we'd like to invite you to try counterbalancing your utter disregard for the environment by making a monetary contribution to a fund of our choice."
Why doesn't United just make its own donation? Me? I think I'll hang on to my $15. I'll need it so I can afford to check my suitcase the next time I fly. But thanks for asking.