Hachette Cancels ‘Tatvertising’ Stunt After Complaints From The Public

Hachette Cancels ‘Tatvertising’ Stunt After Complaints From The Public
SHARE
THIS



A book promotion that saw one lucky “winner” score a full back tattoo has been canned after it was deemed offensive by members of the public.

Book publishers Hachette Australia has ended the promo announced last week to promote the fourth instalment of Stieg Larsson’s popular Millenium series, The Girl In The Spider’s Web. As part of the campaign for the launch of the book, the tattoo stunt, labelled ‘tatvertising’, had been on the hunt for a volunteer who embodies a similar spirit as the main character in the series, Lisbeth Salander.

However, while the campaign generated much attention, not all of it was positive. Justin Ractliffe, managing director for marketing, publicity and Australian publishing at Hachette Australia, told B&T this morning the stunt had been cancelled.

“Our tattoo campaign for The Girl in the Spider’s Web has received a great deal of attention as we intended it to,” said Ractliffe. “The campaign was conceived with good intentions. Much of the coverage has been positive and has reported the whole campaign in the spirit in which it was created, but some people have been offended. As this was never our intention, we have listened and we have decided we will not continue with the tattoo element of the campaign.”

The Verge denounced the campaign as “predatory” and “desperate”. “We’d probably like to think that this kind of next-level tackiness is soundly in the past, along with the other things we shucked off at the turn of the decade — namely Spencer Pratt and Crocs,” The Verge’s Kaitlyn Tiffany wrote last week.

“But necessity is the mother of ludicrousness, and for past-their-prime industries like book publishing, where standard advertising, word of mouth, and even the media are generally disinterested, creative marketing is the one and only imperative.” As the stunt has now been canned, Ractliffe declined to say how many people had entered, however, said it had had a lot of interest.

When the competition was first announced, Zoe Young from Joy Agency, the agency behind the PR bits and bobs for the book, told B&T: “The idea for the campaign launching The Girl in the Spider’s Web came from the insight that Lisbeth Salander has reached a cult status amongst people who have read the books. “We were presented with a great creative opportunity to give die hard fans a chance to mark her return by doing something that really lives up to her fiercely defiant character.”

If going ahead, the candidate for the tattoo would sit through two permanent tattoo sessions at Bondi tattoo parlour, Kaleidoscope, with an end result being a massive dragon on the back used in ad campaigns. While big, the tattoo element was just one part of the campaign, with Ractliffe adding there will be a number of other activations taking place, such as a Lisbeth Salandar ‘hacking’ other advertising with the digital campaign, emojis and limited editions of the book’s hardcover where entrants can feature their own dragon on the cover.

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine