"According to Erin Merani, Hatch's vice president of marketing, this series of events was not, in fact, a planned marketing stunt, and Hatch is still figuring out the ramifications of the demon discourse. While Merani is glad the ads and programming "caught people's attention," she wants to clarify they were all meant for fun, and she's heartened by how many users have rushed in to defend Hatch."
"Then, a new trending topic arose about 48 hours later: "If you're going to throw your Hatch device away, send it to me." Hatch took it and ran with it. "We used the cues of the community and sort of rode that wave with this idea of, 'Hey, we know this is happening, and we wanted to address this while also pointing at having a little bit of fun with it," Merani says."
"Enter Hatch's new " RePossession Program." "We saw this overwhelming outreach of people who wanted to be 'repossessed,'" Merani says, "so we were able to point people to our refurbishment program, to be able to keep those devices out of landfills and send 'repossessed' units out." So far, Hatch has had more than 10,000 related social media inquiries about receiving "repossessed Hatch devices," and only 10 requests to send Hatch devices back to the company."
Hatch ran a Halloween-themed campaign framing its adult Restore 2 and 3 devices as tools to combat phone-related sleep disruption. The campaign included playful pop-culture references limited to adult devices and aimed to draw attention rather than promote baby products. Community reaction was intense, with many users defending Hatch and others creating a trend requesting unwanted devices. Hatch shifted course and launched a RePossession Program that directs interested people to a refurbishment pipeline to prevent landfill disposal. Marketing VP Erin Merani emphasized the campaign's playful intent, acknowledged the strong engagement, and noted the company is assessing ramifications. So far, more than 10,000 social inquiries emerged about receiving 'repossessed' units, while only ten customers requested to return devices to the company.
Read at WIRED
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