Viral Video: Target Ain’t People

When Target gave money in July to a pro-business group in Minnesota, the company thought it was helping its bottom line by backing candidates in its home state who support lower taxes. Instead, the retailer has found itself in a fight with liberal and gay rights groups that has escalated into calls for a nationwide boycott and protests at the company's headquarters and stores. Last weekend, Target customers fed up with Target's "shameless" attempt to buy an election in Minnesota took their message straight to their local store—but with a great creative twist!

It was an embarrassing stumble for a company that has carefully cultivated an image of urbanity and hipness -- and that's earned goodwill with the gay community. The company offers benefits to domestic partners and receives sterling marks from liberal groups for its tolerance of gays. Target has even been an annual sponsor of the Twin Cities Gay Pride Festival. The imbroglio illustrates the pitfalls facing companies after a game-changing Supreme Court decision in January allowing them to contribute unlimited money for political activities -- often with complete anonymity. But corporate donations can still come to light and, when they do, cause unexpected heartburn for public relations. Target declined to publicly discuss the matter in detail, instead releasing the following statement: "We believe that it is impossible to avoid turning any further actions into a political issue and will use the benefit of time to make thoughtful, careful decisions on how best to move forward." Target, Social Media is instantaneous and viral, and seems it is not on your side!