Lance Armstrong and the LIVESTRONG brand are savvy marketing machines. When Lance is not training for his return to the Tour de France he is updating his fans on Twitter, via his personal site or the Livestong site. The Livestong website is aiming to become the ” the definitive daily health, fitness and lifestyle destination..and help people take action to make the most of their life, their time, their body and their world.”
Lance and his team produce a ton of cool and interesting content on a variety of platforms – articles, pictures, videos, blogs, tips, applications – and he has build himself a following of over 700,000 on Twitter alone.
Smart and professional, yes. Perfect? No. Last week, when attempting to post videos of his latest training ride on Twitter, Lance accidently posted his personal email address to nearly three quarters of a million fans. The emails immediately began pouring in. One response might have been to ignore the problem, change email adress and never mention it again. He decided on a different approach. He immediately acknowledged, thanked everyone for the emails, and within five hours had posted a video response that explained the situation and sharing some of his followers’ emails.
A potentially difficult situation brilliantly managed. Some of the biggest brands in the world could learn a thing or two.