It’s not an original thought that the perpetuation of the idea of fake news is breeding an underlying sense of distrust among consumers. We’re reticent to believe what the media is telling us so what makes advertising any different?
If anything in this climate people are (or should be) more critical of advertising. We don’t even believe the news, why would we believe shock and awe marketing tactics? A recent poll conducted by Monmouth University reported that media distrust has grown at an incredible rate, over 40% since last year alone. Americans are questioning the information they’re receiving which is a good thing, don’t get me wrong, but total distrust in actual information is counterproductive. Strong journalism vs fake news is one thing, but if the general public thinks news stories are planted with ulterior motives, this creates a new challenge for marketers seeking attention-grabbing engagement with their target consumers.
Cue the bacon shortage story. The Ohio Pork Council tried to rile up the masses with talk of an impending bacon shortage due to increased demand. The story was, of course, picked up, and later found to be fake. Entrepreneur contributing writer, Jim Joseph, initially got my wheels turning with his blog post highlighting this faux bacon shortage crisis as an example, advising marketers to tread lightly with regard to creating contrived events and PR stunts. I think he’s right, the days where this sort of thing works are numbered.
In our first executive live session with advertising rockstar, Brandon Rochon, he described his agency’s Red Bull campaign that sought to inspire consumers with crazy events aimed at garnering engagement like the Red Bull guy jumping from space. I know this wasn’t really the focus of our live session but I had to wonder if this sort of thing has lost its luster?
I don’t mean to sound flippant, or like I’m diminishing the quality of the Red Bull campaign or Rochon’s work. Clearly, it worked if we’re still talking about it; I know I followed it. I’d never order a vodka Red Bull, but they bought my eyeballs for a hot minute as I prayed the poor dope jumping would literally get some wings and make it back down to Earth.
Anyway, at a time when we don’t believe the words coming out of our own president’s mouth, why would I trust a brand that stages events or plants stories to catch my fleeting attention? What do you think? Does shock and awe = engagement, or are marketers spinning their wheels in front of a jaded, skeptical audience?
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