So, I agree that RCl’s initiative to promote viralk marketing was not only lkegitimate but creative. However, when Kathleen Tucker, President of Cruise Critic, and her executive team undermine the integrity of their company, poisoning the user reviews which go to the core of their brand, that’s not only dumb, but, both in terms of the site’s business model and its moral compass, just plain wrong.

Good thoughts. It keeps me paranoid.

While not confirmed, I understand the FTC is looking into Cruise Critic’s involvement.

Second, I think the whole Royal Champion program was a bad move on Royal Caribbean’s part and on Cruise Critic’s part. I also believe that there’s a good chance that this will fester for some time to come, particularly if a major news outlet takes notice. Discussion boards like Cruise Critic have great value to their members because they are viewed as an unbiased source of information. Any violation of this consumer trust destroys the value of these boards to consumers, which is why Cruise Critic has damaged its brand by participating in this endeavor, however indirectly. Similarly, posters on Cruise Critic who are aware of this intrusion into their boards will forever look skeptically upon favorable reviews of Royal Caribbean’s products. Even unbiased positive reviews will now be discounted.

Let this be a lesson to marketers; don’t do anything that could be construed as biasing the opinions of customers on online forums. Companies should focus on delivering outstanding products, and the reviews will take care of themselves. I’m shocked that a company with a name like Customer Insight Group was not insightful enough about consumers to understand that they were playing with fire when they did somthing that violated consumer trust. Consumers don’t take kindly to having their trust violated.

1. Regarding US law:

Here’s some of the pertinent language from the FTC for those not familiar with it: “When there exists a connection between the endorser and the seller of the advertised product which might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience) such connection must be fully disclosed….

The FTC is planning to strengthen the endorsement guidelines to specifically address blogs and viral marketing, so hopefully these types of bogus endorsement programs will be a thing of the past. http://www2.ftc.gov/opa/2008/11/endorsements.shtm

2. Both Conde Nast Traveler and Frommer’s Budget Travel magazine contain prominent and unambiguous statements to the effect that their editors, writers or other employess never accept free travel as to do so would compromise the integrity of their reviews and reporting. Do Cruise Critic employees accept free or substantially reduced rate cruises? If so, do you think that the very desire to maintain that perk would influence them to write favorable reviews?