I felt that Todd Defren of PR Squared raised an interesting question about marketing tactics by the Commotion Group that I decided to post my thoughts here instead of lumping into my weekly articles. Briefly, the Commotion Group posts “fake comments” to videos to create a sense of controversy, while deleting any negative comments.
Frankly, there’s no argument here. Today’s social media values authenticity highly. The Blair Witch Project was a game. Because it was the first to leverage the Internet in an unique marketing campaign (ploy?), people took it as truth. According to Todd’s post, one of the original producers commented:
While we were building out the (Blair Witch) website and the community, we always knew we were walking a line, but we decided we were not going to try and hoax people outright. The regular members of the Blair Witch community … knew it was a work of fiction … We were not trying to fool anyone …
What the Commotion Group is doing is creating a false impression to dupe viewers into believing that the content is something worthwhile viewing. It isn’t.
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