Kia's move was a classic marketing blunder where the advertisers did not truly consider their latest campaign, or stop to look at how it could be seen from a variety of angles. It clearly illustrates just how out-of-touch Kia were with their marketing demographic. No one likes a person who fishes for 'likes'. No one likes being taken on a guilt trip. And no one likes being manipulated into doing something, even if it is as small as liking a Facebook page.

Perhaps this campaign was a result of Groupthink. Surely someone must have seen how badly this could be taken? The safest way for a company to get likes is to offer competitions where everyone who likes the page gets a chance to win a car; because it's gotta be their lucky break this time! And whilst this simple competition is garnering the likes, Kia could simple donate a large sum to the charity. Link the charities Facebook page on their own while the competition is running, so more people are likely to see it. (Subtly and humbly) let people know what you've done, and let the media take care of the rest.

A guilt campaign can be effective, if you are of the belief that 'Any marketing is good marketing', and they certainly drew alot of attention to themselves with this campaign. However this is not a practice a international company can support. It has a reputation to maintain and competitors too keep ahead of.

In a way it is good Kia stumbled. Let this be a lesson to everyone out there; a good deed does not demand a good reward.