A recent campaign for clothing fashion label YDE caused much concern and outcry from women's groups. The campaign consisted of a series of posters and web game.
Here are some screenshots of the game. The aim of the game was to spank your selected girl/boy as many times as possible within a set time. A lot of complaints were received from women who were upset by the sexually suggestive game. Complaints received from men, none.
The controversy resulted in the game being played over 60,000 times in a space of about 4 weeks. This was about 55,000 times more than the anticipated response. For South Africa, this is quite significant.
Read the official press release around the controversy. Other sites that featured the controversy: http://www.thisistrue.com/spank.html (includes the poster campaign), http://www.thespankingnews.com/spankingstory20.html, http://ad-rag.com/118854.php.
Outtake: If so many people had a problem with the game, why was it so popular? Playing the game was a choice, not a mandatory. Word-of-mouth and publicity really helped the campaign reach maximum awareness on a very small budget.
Did they lose any customers? Unlikely. YDE probably gained a bigger following with its core target audience of irreverent Generation Y and Xers, pushing this brand into bigger cult status than ever before.
Play the game here.