As YouTube’s community responds to the swirling controversy regarding LonelyGirl15, the bigger questions come into play. It’s not all about is she/isn’t she real, who is she, where is she, it’s about - can a company achieve marketing success after getting people to get involved and end up feeling ‘duped’ in the whole affair?
Will lonelygirl15 be lonely after all? Mandydale talks about the implications for marketers:
When it comes to advertising, there has been a current debate on whether it is ok to essentially hide the true origin of a campaign in a online teaser or viral component, or whether the true intent and message should be transparent to the audience. The repercussions of keeping the true intent (i.e. marketing campaign, advertisment for a movie, etc.) from the audience could include the potential of the viewers feeling alienated or angry by being duped. And that, could cause serious brand management issues.
mandydale » Blog Archive » youtube’s lonelygirl15 causes a stir
