THE SOCIAL MEDIA #FAIL AWARD

THE ALWAYS SOMETHING THERE TO REMIND ME AWARD

The writing was on the wall for Target Canada Co. once the decision was made to offer something

Companies have to be pretty confident to hold a socialmedia contest to name a new product or service — perhaps a lot more confident than British Columbia Ferry Services Inc. CEO Mike Corrigan had any right to be. The crown corporation in May launched a contest on Twitter to name its new Intermediate Class fleet, currently under construction in Poland — a particular sore point with residents. If the goal of #NameAFerry

was to generate a good laugh, it achieved that as British Columbians stepped up their game for a company they apparently love to mock. Among the gems: Spirit of Government Ineptitude, SS Service Cuts, The Coastal Cash Cow, Spirit of Overpaid CEOs and Queen of No Other Options. More than 7,100 entries were made and the winning names were Salish Orca, Salish Eagle

and Salish Raven. Frankly, some of the other names

were probably more applicable.