Indonesian marketer Sumardy Ma sent coffins to media outlets in an attempt to create controversy for his new book about word of mouth marketing. People thought it was some sort of terrorist intimidation campaign and he was arrested.
On behalf of all word of mouth marketers, I want to state that this isn’t an example of good word of mouth marketing. It’s just terrible — a cheap attempt to create outrage.
Real word of mouth marketing gives people something work talking about. It inspires them, it impresses them, it earns their respect, and it earns their recommendation.