Social media networks such as Facebook and Twitter have revolutionised the way ordinary people are making their voices heard, with hundreds, thousands and even millions of others users across the globe being informed in virtually seconds of a tweet or Facebook comment on any given subject. With the aid of this instantaneous and simple method of communication Sack Vile Kyle was able to gather and empower large numbers of men and women who opposed the appalling behaviour of Kyle Sandilands and express outrage towards (otherwise reputable) sponsors associating their brand name with this unsavoury character.
After Kyle Sandilands’s personal attacks against a popular Australian journalist, a number of Australians used these methods and called on advertisers and sponsors of the Kyle & Jackie O show and take 40 Australia to change their marketing strategies and disassociate themselves from Kyle’s vulgar behaviours and remove their marketing dollars from Kyle’s shows. From this call to action there was a mass exodus of 68 sponsors, the most recent being weight loss giant Jenny Craig, who abandoned sponsorship. Theirs was a smart move, redeeming themselves to their customers and minimising any damage (to their reputation) that such a bad association can bring to a company’s good name. Are you willing to risk your reputation by riding on the train wreck that is Kyle Sandilands?