Based on the Vice News report, here’s a breakdown by the numbers of exactly what went down during the planning of Fyre Festival.
The Fyre Festival was a disaster. Good news is, marketers can learn a lot from it.
But it’s also the latest chapter in the battle between consumers and advertisers in the digital age.
Admittedly, this has been a mixed year for music festivals, with the Fyre Festival’s epic fail dominating the headlines for what not to do. However, though attendance may have been down slightly, Firefly was an unqualified success in creating a distinct experience that provides some valuable insights for marketers of all sorts.
It’s one thing if its a celebrity like Jennifer Aniston who is working with a brand like Aveno over time and developing a long-term relationship with that brand, he argued. When it comes to celebrities simply being paid money to post about a product, that’s where Wijesinghe argues brands need to rethink the strategy. “This paid for posting crap has to go away because these types of debacles happen. That’s just going to get obliterated.”
But while it’s easy to be distracted by the siren call of Influencer culture — Money for just being you! Free trips to sit front row at fashion shows! Global branding laying out the red carpet for your delicately pointed feet! — what the cases of Kendall et al. make clear is that there are also risks to individuals.
Fortunately (or unfortunately if you’re Fyre Festival), now everyone knows about the disaster because a bunch of social media-savvy people who paid a lot of money for something that turned out to be a disaster ended up … posting about it on social media for us all to enjoy. And in the process confirmed everyone’s worst assumptions about social media influencers: they’re utter nonsense.
Fortunately, in the face of hellish conditions, the uber rich still managed to post their experience on Instagram and Twitter. And so the chief eyewitness in this case will be social media.
A second lawsuit against the Fyre Festival could be a warning for the growing industry of “grassroots” social media marketing. A putative class action suit filed yesterday in Los Angeles Superior Court on behalf of three festival attendees names the organizers of the festival as well as 100 unknown (Jane) “Does,” the “influencers” that made up Fyre’s marketing keystone.