Fyre Festival : An Influencer Marketing Failure / Varshini Gnanavasagan, Prescott C. Ensign.

Format:

Book

Author/Creator:

Gnanavasagan, Varshini, author.

Ensign, Prescott C., author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Fraud--Case studies.

Fraud.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

In April 2017 the first Fyre Festival, promoted by 400 prominent social media influencers, was to take place on an exclusive island location in the Bahamas. The three-day event had been created and planned by entrepreneurial hustler Billy McFarland along with celebrity rapper Ja Rule. The high-end "immersive music festival" was targeted at wealthy millennials by the prominent social media influencers (SMIs) as well as supermodels, entertainers, athletes, and musicians. This promotion immediately went viral. Upon arrival the ticket holders were appalled to discover they had been deceived. Nothing was like it had been portrayed. "The best in food, art, music and adventure" was nowhere to be found. It was astounding to instead be sitting in squalor--without food, water, and shelter--knowing that so much money had disappeared through deception. The festival was a failure if not a downright fraud. It was cancelled less than 24 hours after it started. The Fyre Festival case study provides an opportunity for students to examine issues of SMI marketing and accountability as well as propose ethical guidelines for responsible SMI brand promotion.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071961933

1071961934

OCLC:

1483993255