Skip to main content

Fyre: The most unsuccessful, successful marketing campaign


Fyre Festival was supposed to be a once in a lifetime luxury music experience, as social media portrayed it would be.

A documentary about Fyre Festival can be viewed on Netflix (FYRE: The Greatest Party that Never Happened) and shows that experience marketing can be extremely powerful.

https://www.youtube.com/watch?v=mz5kY3RsmKo

This YouTube video shows footage used to initially promote the Fyre Festival. It doesn't focus on selling and promoting, (they didn't use ads) but rather sharing of an experience that can excite a wide range of viewers, basically, a dream.

Also, by using famous influencers with a strong online social media presence added to the coverage online, particularly capitalising on millennial consumption habits. Nearly 400 influencers named 'Fyre Starters', all having hundreds of thousands of followers each, posted the same bright orange tile on Instagram in unison - this grabbed the attention of viewers to lead them to the video link.
(Using specific colours can cause a certain reaction, the colour orange is the colour of enthusiasm and extroversion and is very attention-grabbing).

Furthermore, influencers are an effective marketing tactic to spread brand awareness to a global market in a matter of days, or even a matter of hours. Especially for millenials who see these post and dream to live the life of these influencers (and through this festival, they thought they could).

Image result for orange block post fyre

The biggest mistake with the social media campaign is that a large amount of the information they shared was false/misleading. Marketing campaigns should put forth truthful and transparent images/information.

To conclude, I believe that if Fyre Festival had been in fact what it was shown to be, it would have been one of, if not the top, social media marketing campaigns of the century.


Labels:

Comments

Post a Comment

Popular posts from this blog

Who am I and what is The Takeover

Who am I? My name is Anna Kerley and I am in my penultimate year at Flinders University studying Business (Marketing) and International Tourism. I have created this blog as part of studies into social media marketing. Outside of study I spend a large amount of time working, firstly as a tour guide and secondly as a marketing assistant. I am extremely lucky to already be working in the same field as my studies and will continue to work hard at what I am passionate about. What is the Takeover? Over the last few months I have viewed a range of documentaries that delve into the topic of social media marketing. I have found these to be interesting, engaging and educational. I have decided to use this blog to share what I have learnt (and what I am yet to learn) from these documentaries in regards to social media marketing. The name 'The Takeover' I came up with as a few of the documentaries I have already viewed  discussed how social media is 'taking over' as the
1 comment
Read more

Follow Me

Follow Me 'Follow Me' is a documentary on Netflix where a man goes on a search to become an social media influencer. Summary: 'After hearing that some people get paid $5000 for posting a picture on Instagram, broke and out of work director, Asri Bendacha sets out on a journey to become a social media influencer and get as many followers as he can on Instagram. Little does he know that the path to fame and fortune on social media is not what it seems.' After viewing this documentary, I did some of my own research into social media influencers and how they are used to market product and/or services for companies. Popular influencers have built a large amount of loyal followers who trust them. So when they tell these followers about how great a product/service is, there is a higher chance that their audience will convert to your product. A popular way to market through an influencer is to give a special discount code that is just for the influencer'
Post a Comment
Read more