I love the Super Bowl.
Every year, I get excited to sit down and enjoy a good football game and laugh at all the creative and funny commercials. I’ll admit, it’s interesting to see how companies can spend millions of dollars in a matter of seconds. I remember doing this from when I was a little girl – around the time that my home team, The Buffalo Bills, were still in the game. 
Tonight, as usual, I snuggled on the couch ready for the big game. (Minus chicken wings … they aren’t quite as good in TX!) Then I saw a Groupon commercial – exploiting the plight of Tibet and its’ people. To sum it up … “These people are oppressed, but it’s ok because that means we can get you a great deal!”
Immediately, I saw my Twitter stream in uproar and I was a part of it. Although they are raising money for Tibet, it was their responsibility to accurately articulate that mission to the millions that were viewing. Instead, it seems that they may have offended the masses.
After watching this debacle unfold, I was left thinking … Who in their right mind at Groupon would have approved this as a statement of their brand? Why didn’t someone say something before this went live? Only a few scenarios come to mind:
- This person doesn’t exist. If this is the case, I feel bad for Groupon.
I’m going to give Groupon the benefit of the doubt and assume that not all of their employees agree with this commercial. Which leads me to believe, it must have been one of these scenarios that played out …
- This person exists, but no one was listening.
- This person exists, but didn’t feel at liberty to openly share their opinion.
- A few made a decision that impacted the whole.
In any one of these three scenarios – something went wrong.
Regardless of how you feel about the ad, imagine how that passionate supporter of their culture and employer is going to feel when they walk into the office the next day?
When they realize their voice was not heard?
When they realize their perspective wasn’t asked for?
As a leader, when you make decisions on behalf of your company, they affect your employees. A Super Bowl ad costing three million dollars seems like a pretty big investment. To me, the smart thing would have been to show it to all employees. Or at least a diverse and collaborative group.
And not just show it to them, but listen to them. While, as a leader, you may be the face of your company, they are the body. Any decisions you make trickle down – to their engagement, their paychecks and ultimately their longevity with your organization.
The way I see it, Groupon doesn’t just have the public to face, they also have their employees. And that one may be more difficult to overcome.
So think about it. What decisions are you making on behalf of the people who work for you? Are you keeping the lines of communication open enough? Do you have diversity of thought?
Your brand and the future of your company may just depend on it.
Photo Credit: Anderson Mancini
