Whether you watch "Keeping Up With The Kardashians" or not, you probably know the name, Scott Disick. Love him or hate him, the guy knows how to make headlines (all press is good press, right?). And, very recently, I think he fooled us all with a calculated social media marketing stunt.
(Image credit: http://sixeratheart.tumblr.com/)
Scott Disick's Instagram marketing "fail"
The Internet had a field day crucifying Scott Disick for what appeared to be an Instagram marketing "fail" of epic proportions. However, I don't think it was a fail at all. I think it was a brilliant social media marketing stunt.
Hear me out.
The moment Disick published the post below, the Internet went ape shit:
A major celebrity (sad, but true) blatantly copy / pasting text from an email explaining how to promote a product? The Internet was like:
Not long after, Disick amended his error with a fresh post:
A photo posted by Scott Disick (@letthelordbewithyou) on
Is it possible that Disick made an honest mistake and copy / pasted more of that email than intended? Absolutely. It's also possible that the team that manages Disick's Instagram account committed the blunder.
Regardless of how it happened, though, I think it was intentional.
Look at the numbers
Disick boasts more than 16.1 million followers on Instagram.
When the folks over at Bootea engaged him to promote their Bootea Shake (great name, btw), someone probably said something like this:
"If Scott Disick promotes our product, we're sure to get a ton of impressions, clicks, and sales. Imagine what could happen if he screws it up!"
Think about it. If a celebrity promotes a product, is it newsworthy?
Sure, millions of people will probably see the post, and there's a good chance some of them are going to purchase the product. But is that enough to inspire anyone to talk about the promotion — online or off? Doubtful.
So what can savvy marketers do to maximize their investment and extend the reach of a paid post from a celebrity endorser? Easy: fake that the celeb botched the post, and then watch as the Internet does the work for you.
Don't believe me? I'll gladly let the data talk on my behalf.
Google Trends data for "Scott Disick" searches:
Google Trends data for "Bootea" searches:
Notice a correlation? That spike in late May is no coincidence.
Google results for "Scott Disick Instagram fail" searches:
Wow, a lot of those photos have Bootea Shake in them — what a coincidence! Had Disick followed instructions and properly copy / pasted the promoted post, Bootea would have received only a fraction of the exposure.
Bootea must be the luckiest brand on the planet!
Fool me once...
Well played, Scott Disick and Bootea. I tip my cap to you both. Whether or not the blunder was intentional, you transformed a one-dimensional social media product promotion into a wildfire of online exposure. That takes brains. And guts.
Personally, I'd love to see a valuation of the resulting brand impressions and site traffic. My guess is that Disick benefitted as much, if not more, than Bootea.
What do you think? Was this a true blunder, or did Scott Disick and Bootea cook up one of the most powerful social media marketing scams in history?
Hit us up on Twitter @ForwardLasVegas and let us know your thoughts!
< BACK TO MAIN BLOG