Love or hate social media, it is a powerful tool when it comes to advertising. Why spend up to $4.5 Million on a 30-second Super Bowl TV commercial, when it can be FREE.
I don’t follow many companies or people on Twitter but I do check my feed regularly. I saw multiple tweets from Variety about a disastrous local news interview with British socialite/model/actress, Cara Delevingne, who was promoting her breakout role in Paper Towns. Author John Green had so much success with the movie adaptation of The Fault in Our Stars, that I was interested in seeing Paper Towns.
Cara Delevingne is known for being the outspoken rebel model which is why she is a favorite in Burberry and Chanel ads. She is following in Kate Moss’ footsteps. It doesn’t hurt that she is also one of Taylor Swift’s besties and is featured in Swift’s popular Bad Blood video.
The Paper Towns interview was horrible right from the beginning. There was such a lack of respect for Ms. Delevingne that it is completely understandable why she did not say much. I tend to shut down, remain quiet and retreat when I’m in a frustrating situation because I’m fuming inside. Sometimes it’s not worth the hassle to fight back.
She simply tweeted:
In Cara’s defense, John Green described it best in his portrayal of what it feels like to do hundreds of press junkets to promote a film.
In this round,
Good Day Sacramento – LOSER
Cara Delevingne, John Green, Paper Towns – WINNERS.
Let’s do some simple math for the wide audience the free advertising reached:
Cara Delevingne: Twitter 3.3 million, Instagram 16.5 million, Facebook 2.5 million
John Green: Twitter 4.45 million, Instagram 2 million, Facebook 3 million
Taylor Swift: Twitter 61.4 million, Instagram 40.1 million, Facebook 72 million
That’s over 200 million people reached from only 3 people’s social media accounts. Let’s not overlook the influence of viral videos and a hashtag #CaraDelevingne, #JohnGreen, #TaylorSwift, #PaperTowns, etc. It’s safe to say that the Paper Towns movie and book are going to be big hits. In comparison, Super Bowl 2015 reached a TV audience of 114 million. You can’t argue with the social media statistics and FREE ADVERTISING.