This mistake is especially odd since Groupon is a daily deal platform that turns on collective action whose dynamics now drive much of the social media marketplace. As such, the driver of all communications should be their community. Plus Groupon understands very well how the marketplace has changed. The Superbowl is no longer the largest platform for a brand to talk about itself, but rather an amazing opportunity to amplify the needs, wants and hopes of a brand community. c) Cause marketing by brands is on the rise for a very good reason — these universal values allow brands to be innately relevant and sharable within social media communities. But greater brand adoption does not make these issues any less sensitive, especially to customers. A brand must earn serious credentials within the social change space before it can confidently take license with the seriousness of cause issues.