When Google Translation can harm your Facebook campaign

On 1st of April, Red Bull launched a new fish-flavoured energy drink in Japan and decided to use Facebook to announce it to the world. To make sure all the international “fans” would get the message, the brand provided a link to the japanese website through the Google Translation.

Very good idea indeed to create some WOM around social networks, but unfortunately the brand forgot to read the result in English:

“This product is a product recommended for those who go beyond the limits of taste. Also, alcohol and crack appreciated (!), no doubt that further rises seat and cherry-blossom viewing picnic. “

The new Red Bull goes very well with alcohol and crack…I doubt it was exactly the message the brand wanted to yell to the world.

Google Translation is a great tool to get an overall image of the text, however it has to be remembered that the program is not perfect. Quite far from it actually. Yes, it is a cost-effective way to reach international markets instead of using multi-lingual copywriters, but it surely can make you look like an April’s Fool. Especially if you do not check the result before publishing it online!


(Must say that Red Bull acted fast by inactivating the link in one day…but the buzz is already there)

Pauliina Jamsa

I am Pauliina Jamsa, a digitally disruptive marketing rock star with International business experience hard to beat - I have lived in 5 countries and speak 7 languages. Based in London, I am currently working as Global Senior Online Marketing Manager at Siemens. Remember these are my own opinions only. Thank you for checking out my blog, feel free to get in touch! Twitter: @pauliinajamsa LinkedIn: https://uk.linkedin.com/in/pauliinajamsa

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