The Fyre Effect: More questions are being asked of influencer marketing in wake of documentaries
The pair of Fyre Festival documentaries from Netflix and Hulu have some marketers asking more questions about their influencer marketing investment.
At Collectively, where founder Alexa Tonner said she has clients “just wanting to talk about what a crazy shitshow [Fyre Festival] looked like,” the consensus is that it overall proved how powerful influencer marketing can be — and how quickly it can go wrong if the actual product is unproven or simply goes up in flames. “They drummed up so much hype and excitement that they managed to sell out an extremely expensive festival by leveraging influencers in an over-the-top way. Smart brands who can deliver on their promise to consumers should pay attention to the approach,” said Tonner.
In some ways, Fyre’s “success” is that it managed to attract hundreds of people to an island and got them to pay for it shows that influencer marketing can work.