Check out bridezilla freaking out on this video designed to go viral and to look like User Generated Content. It’s not, and that spells trouble for the Canadian marketers that launched this effort. Once the corporate hand is revealed, the expletives and even frail idea offend and cast the brand in a poor light.
The message here: regardless of the monetary value of unpaid media distribution, if you’re not completely transparent and above-board, you’re risking paying a much higher price in negative brand associations.
Beloved brands, set yours free and your loyal consumers will reward you with millions of unpaid impressions when done right.