I’ve been meaning to talk about the Wolverine leak but for some reason, I haven’t. So this is the lucky day because I found something interesting about it.

So we all know it leaked. Whether it was on accident or not is still to be decided, despite the fact that they say the FBI is hot on the case. But call me crazy, there’s going to be way more buzz about the much awaited X-Men movie if the leak was on “accident.”

Anyway, Ad Age is predicting that Wolverine will make $100 million opening weekend, which is twice as much what they are predicting for the new Star Trek movie. Both movies have had a lot of buzz but with the leak, Wolverine has had a lot more. So the prediction makes sense when only considering the amount of buzz.

The predictions don’t make as much sense when you consider the reviews for the movies. Star Trek fans have been going crazy for the new movie and the reviews from trekkies who got a sneak peak have been crazy good. On the other hand, online reviews for Wolverine have been really crappy.

So I guess we’ll find out in a few weeks who wins: buzz or quality?

I am sure everyone and their mother has heard about the Motrin drama. Motrin launched an online ad campaign targeting “babywearing” moms that was supposed to empathize with the pain associated with carrying your baby in a sling.

The reaction was less than positive. Moms were mad, real mad. Tweets, blogs, and youtube videos were popping up like crazy about the offense taken from the ad.

For those of you who thought that ad was pulled quickly enough that a spoof couldn’t be made, I am about to put your minds at ease. This is our favorite response video

Obviously, J&J should have tested the ad before the launch. That was their big mistake. Although they are still getting a ton of negative fallout from it they handled the reaction well. They immediately apologized and pulled the ad; it was launched on Friday and by Monday, the ad had been pulled. The buzz about the ad continued throughout the week and mostly fizzled by Friday.

The Motrin story is becoming an instant case study for how influential social media is on brands today. It also proves that there are huge opportunities to use social media to improve your brand image.

Even though there was negative buzz about Motrin, the good thing is that the fact that people were tweeting and blogging about it proves that there is some level of passion for the brand. Now Motrin’s challenge is to take that passion and make it positive.

So you might ask “what would buzz.io have done differently?” Well as you have heard us preach so many times from this pulpit it is about the conversations with your customers.  Don’t wait until a crisis to start talking.  Have you seen Motrin contact the offended mothers and apologize? they probably lost some moms forever because of this but by having a conversation they might have turned some anger into excitement because they are a brand that cares.

It isn’t too late for your brand – get out to the conversations and start talking!

Do you think celebrities think about building buzz? Or are their actions totally spontaneous and it just so happens that they create buzz? Call me crazy, but I’m guessing celebrities aren’t thinking. Buzz just forms around them because of the stupid things they do and then they are branded by their actions.

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