You may have recently seen the latest Insta-scam all over the news from Sunny Co Clothing and the absolute outrage around it.

It cased you missed it…Sunny Co Clothing make swim suites for women. They recently posted a social media competition on Instagram stating that all those that repost an image of a woman in a red swim suite and tags them will receive a swim suites….FOR FREE.

But must pay shipping and handling of course…let’s not let things get out of hand.

However, after being liked over 300,000 times Sunny Co had to slap a “we reserve the right to cap the promotion if deemed necessary” on it…sparking outrage as people are now unable to claim their free sh*t.


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I admittedly enjoyed doing a little research into this competition, purely from a professional point of view you understand, but I did not enjoy what I found.

However, I am not as outraged as the title may portray…yes you fell for clickbait…(evil laugh).

I have both personally used social media competitions and organised them for clients in the past and in all fairness to our Sunny friends, they are a complete minefield…I even wrote a blog about how to run a successful one. 

The issue with social media competitions is getting the mechanism right. The number one mistake Sunny Co made was their inability to perceive the potential power of a competition and the sheer volume of likes, shares, tags etc it could bring. Smashing out a load of terms and conditions in a social media post is a sure fire way to kill the buzz…

However, it is ridiculous that Sunny Co didn’t include some sort of cap to their competition, it wouldn’t have taken much thought process. Someone sharing a post may seem like small potatoes to a business, especially when they have just a handful of followers. But when it comes to personal social media accounts, a share means an endorsement and an endorsement can mean potentially tarnishing your reputation when the brand doesn’t deliver.

And that is why Sunny Co “makes me physically sick”, not because they got it wrong, but because they have hammered a nail in the coffin of trust in brands on social media, not cool.


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