Boaty McBoatface

Why Atlas Director, Vanessa Pine, chose this moment...

In April 2016, the Natural Environment Research Council (NERC) and British Antarctic Survey (BAS) discovered the wisdom of crowds is not always reliable as the #nameourship poll suggested Boaty McBoatface. The name was later given to the auto-submarine that now operates from RSS David Attenborough, the newly more “appropriately” christened £200m arctic research ship.

This is a cautionary tale for any PR person suggesting crowdsourcing user generated content for their campaigns. NERC got more than they bargained for as did walkers and National Lottery recently.