Putting Out Fyres
The influencer con: what we learned from the Fyre Festival
Influencer marketing has grown exponentially over the past few years into an industry for bloggers and online experts to share their favorite finds and go-to brands. As brands seek out influencers with highly attuned audiences to convert impressions to sales, the Fyre Festival shows us how this can fall short with a lack of a foundation.
The release of the Fyre Festival documentaries on Netflix and Hulu has alerted consumers, brands, and legal authorities of the technicalities surrounding influencer and brand partnerships. Believed to become one of the largest and most immersive music festivals of the year, “Fyre aimed to connect consumers, celebrities and brands through a luxurious getaway on a private island, live music from top artists and partying with celebrities.” To generate buzz around the festival, Fyre’s leadership tapped 400 influencers for a campaign that reached 300 million people in just 48 hours—selling out tickets. However, improper budgeting, false advertising, and a lack of planning quickly rendered a stark contrast to the digital collateral distributed on social platforms upon guests’ arrival that sent founder Billy McFarland to prison.
The failed Fyre Festival acts as an example of the don’ts of influencer marketing, emphasizing the importance of screening clients and brands, publicizing endorsements, and using proper messaging laid out by the FTC.
This story is brought to you by guest writer Monica Doyle.
Sources: Refinery 29 (January 18, 2019) | Forbes (April 16, 2019) | Entrepreneur (April 10, 2019) | Image: Laura Pittaccio