Fyre festival marketing case study

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Hulu and Netflix both released documentaries about the Fyre Festival in January , nearly two years after the festival went down in flames. Although I'd heard about the festival and had a general idea of the situation, the two documentaries provide us with a behind-the-scenes look at what led to its ultimate demise. Social media was the festival's marketing backbone used for promoting the event. The initial marketing featured outstanding content, including photos of the location and the use of nearly Instagram influencers to market the event. It became an instant hit on Instagram and catapulted its prestige and turned it into the can't miss event of
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Fyre festival case study for high street video essay

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Fyre Festival Case Study — Grace Nydam

What are the top reasons consumers advocate for or detract from big retail brands online? The Brandwatch React team analyzes the social data surrounding the Fyre Festival, from the early skeptics to the dubious role of celebrity influencers. It was endorsed by an array of some of the most influential people on social media including Kendall Jenner and Bella Hadid , and hundreds handed over their cash for what looked to be two weekends of lavish indulgence. Just as ship-wrecked Ralph prioritized the island fire to attract attention, the Fyre Festival organizers were all about the hype. According to the article, these influencers pulled in million impressions on their promotional posts in 48 hours.
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Why it was a disaster: Fyre Festival. What happened? What went wrong

In the wake of the Fyre Festival debacle in April, there have been countless articles written analysing what, exactly, went wrong. There are a surprising number of theories, given how obvious it is where the problems started spoiler alert: it was the moment Ja Rule and Billy McFarland decided to do it. Since the fest flamed out in real time on social media back in April, much has been documented about what was going behind the scenes. But as we all sat watching this comedy of errors unfold, before any of the seedier facts about FyreFest became known, much of the blame was placed squarely on the shoulders of one group: the Instagram influencers who started posting about it in December to ramp up awareness and excitement. I've spent the past week catching up with friends and family back at home, looking back on the crazy last 3 months.
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Living up to its name, the controversy surrounding the Fyre Festival has reduced the organization's credibility to smoldering ashes. While everyone points to a different reason -- cheese sandwiches billed as gourmet dinners, disaster relief tents passing for luxury villas, or patrons fearing for their basic personal safety -- the internet consensus is that the highly-anticipated "Caribbean Coachella" was an inexcusable disaster. There are many things to say about Fyre Fest's epic failure, but watching the event's trajectory is a case study in how not to use social media. While their initial use of influencer marketing was skillful and generated a lot of buzz, Fyre Festival's organizing team completely botched their management of the aftermath, and even more importantly, they promised something they couldn't deliver. By and large, Fyre Festival was built on the hype of social media.
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