The Internet Snuck A Dick Butt Into UPS’ New Logo On A Formula One Car

Bogey Wells11 years ago

There is a strangely satisfying feeling that can be associated with watching a marketing stunt go up in flames. We have seen it time and time again, yet corporate marketing teams somehow still manage to underestimate the internet’s ability to sabotage their hard work.

Remember when Pitbull performed in Kodiak, Alaska after an internet contest was overtaken by trolls? While the internet is not directly responsible for this blunder, my all-time favorite marketing implosion was the White Sox failing to foreshadow the possible repercussions of distributing white, hooded ponchos to every fan in attendance on a night filled with rain. It’s astonishing that not one person saw either of those as potential PR nightmares.

Another memorable marketing failure came to light recently as UPS unveiled the logo it is set to feature on the side of a Formula One racing car. The logo is a mosaic pieced together with the profile pictures of UPS’ Facebook followers that was intended to give their customers a chance at seeing themselves on the side of one of the world’s most elite machines.

While that post does not explain much, it shows just how simple it was to throw your profile picture in the pot. A few clicks later and you were in the running.

On Wednesday, UPS posted the completed mosaic on its Facebook, and to everyone’s delightful surprise, a familiar internet character snuck his way into a prominent spot in the new logo. Check out the profile picture on the top right of the P.

Enhance.

Yes, that is internet superstar, Dick Butt.

Remember him? The popular internet imagine managed to sneak through UPS’ obviously lax review and onto the side of a multi-million dollar machine.

Despite many Facebook comments, UPS still has the new mosaic proudly displayed on its page, and it appears has now affixed it to the side of its new home. I’ll count that as a victory for Dick Butt..

[h/t Black Flag]

Image via Facebook