Is Fake the New Real?

I’m on a panel later this month looking at whether Fake is the New Real when it comes to marketing. One of my fellow panelists, Michael O’Connor Clarke has found a really nice example of where the lines blur. A YouTube video of a guy playing with his sunglasses, apparently made for Rayban. Michael has done the digging on this and it looks pretty certain this supports their current campaign. (And taking a look at this, I see it is yet another brand that has a Times Square moment; sometimes I’m not sure if promotional companies now elsewhere exists!)

For me, I’m ambivalent still on ‘fakes’. I’ve advised before on doing campaigns like this and my advice has always been that fake can be done, as long as there is a reveal point. I look at them as teaser campaigns, ways that can get some buzz, but they have to link to the brand at some point. And if you are running something like this, you better make sure you have a decent exit strategy. So far, I can see no obvious, visible link back to the brand. To obtain the benefit, you have to get credit!