Inviting consumers to participate in a campaign is a great way to build brand awareness, but when the initiative is hosted somewhere as unpredictable and uncontrollable as the Internet, things don't always go as planned.
Wal-Mart learned about the unruly nature of social media when a recent promotion was hijacked by two Internet pranksters. The retail giant launched a contest in June with Sheets Energy Strips, asking consumers to “like” their local Walmart store's Facebook page by July 16 to ...