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Category ArchiveSocial Marketing

Fyre Festival satire logo

How Fyre Fest Used Social Media to Fake Rich People Out For Epic Fail

Fyre Festival outhouseLast week’s much-hyped Fyre Festival, a musical excursion on a, “private island once owned by Pablo Escobar,” fell apart faster than a drunk sailor on a dilapidated dock in a hurricane.

But for many of us who have experience working in the music festival space, we saw this coming a mile away. For proof, check out the RS Article: Fyre Festival Disaster: Industry Vets Weigh in.

The amount of bullshit hype was probably the first clue that Fyre Festival was not all it was chalked up to be.

It’s also a good example of what Deep Creatives stays away from in terms of clients and projects. At the heart of great marketing and design is authenticity and this festival had none.

The over-hyped festival paid a handful of “social media models,” including Kendall Jenner upwards of $250,000 to create sizzle videos, buzz, and pictures for social media. Let’s stop here, and take a look at one of the official sizzle promos:


Here’s how the promoters put their festival into words:

Two unforgettable weekends of mystery and music, Fyre Festival is for those with uncompromising taste and a burning desire for adventure.

Set against the surreal island backdrop of the Exumas where ordinary rules don’t apply, Fyre ignites the best in music, cuisine, innovation and hospitality.

A closer look at the promos and the veneer begins to peel off. Instagram models were paid to sell a product that simply never existed. And to the legally trained eye, none of the models disclosed on their Snapchat, Insta, Twitter or Facebook posts that they were paid. Several class action lawsuits have already been filed alleging negligence, fraud, and misrepresentation. One lawsuit is claiming $100 million dollars in damages.

Fyre Festival tickets started at four grand a pop, twelve grand for VIP tickets, and reports of ultra-VIP tickets topped out at $250,000 circulated. So when the advertised “gourmet food,” ended up being soda, chips and cheese sandwiches, let’s just say it was a harbinger of things to come.  If the uber rich thought that that was a raw deal, they went from the frying pan into the fire; disaster relief tents instead of beach villas, leaking roofs (it rained), feral dogs roaming the beaches, no running water, massive housing shortages, and um – oh yeah, a cancelled show with thousands of rich kids wandering around with no idea what was really going on. To add insult to injury, the event’s disclaimer states that tickets are non-refundable.

The moral of the story? Make authenticity a core value of all your marketing projects. Be organic with your ideas, connections, and affiliations. Save the hype for your fishing stories. But before I sign off – here’s one of the “famous,” Instagram models talking about the fun she had at Fyre Festival.

Snowbomb’s McAlpine interview on Indie 105.5 (San Francisco) and social

11896114_867046770043398_7590977779042147023_nJim owns Snowbomb and 420 Games and so this morning when he posted on FB that he was going to be on Indie 105.5 FM in San Francisco, I had to check it out.

Social media, radio and event production are a great mix if you can get it synched up like McAlpine did this morning.

Being some 100 miles away from SF, I went to my favorite “goto” radio app, TuneIn, on  my Chrome browser and dialed in the station:

You don’t need an account, per se, to listen – just connect via FB and well, then you’ll have an account.  Most of the radio is free, so you won’t need premium unless you want more live pro sports broadcasts.Anywho – without further ado, here’s a great interview that explains why I find Jim and his endeavors interesting and worthy of note, here.





Videos on Facebook are King of Content

The numbers are in:  Facebook videos have quietly and quickly become the #1 most clicked content on social media.  Once upon a time, that slot belonged to photos. But photos are so 2013, and we all know what 2 years means in social media, heck, that’s like a decade.  While YouTube has stagnated, even declined in uploads, FB is growing like a weed.

This-is-TahoeLast week, I finally got around to putting the wraps on editing a life-style and sports video of all the things that I love about Tahoe. When I finished, I realized that instead of linking from YouTube, I could show my friends and connections on Facebook that I was the editor if I uploaded it to my Page.  So I did just that.  Of course, I also loaded it to Youtube, but the tools that FB gave me to track metrics were way better than they were just a few months ago.  I was sold.  Personally, I don’t like clicking links to Youtube from my mobile device, when I’m on FB, I kinda like to just stay there.

Read the full report from May 2015 in Business Insider: Facebook is Stealing Vast Chunks of YouTube’s Business.

If you own a business, a video could help you, a lot.  Here’s a few key things to think about when doing a video to promote your business.

  • Keep it authentic
  • Learn how to edit or find somebody who’s good at it
  • “Pin it” to the top of your FB Page aka Feature it
  • Learn how to use music effectively and make sure you have rights to it
  • Keep it short – the average time viewers watched my video was 56 seconds
  • Brand it
  • Use a Call-to-Action
  • Market it
    • Use a professional and interesting cover/intro
    • Load it on Youtube
    • Tag it and write a good description and use links
    • Load it directly into your Page on FB and tag it
    • Link/embedded on other sites
      • Twitter
      • Redit
      • Relevant Group Pages on FB
      • Youtube
      • Your website
    • Share it with close friends
    • Share it with good clients

Adam Callinan echos a few of my tips in this month’s issue of  Entrepreneur.

5 Tips for Effectively Setting Up Facebook Ads

The viral video, “This is Tahoe,” reached 20,000 eyeballs in just about 72 hours or 3 days. To be honest, that’s only 10,000 people and some 3,000 actual views with an average time spent watching of 56 seconds on Facebook.

But, and this is a BIG BUT,

The total reach and engagement was completely organic without any boost or advertising.  And not once did I ask anybody to share it. To be fair, I do run a small digital agency and have amassed a small amount of FB Pages which I manage.  And because of the organic relationships I have cultivated, it was not too difficult to find Pages that were all about Lake Tahoe. So sharing on those pages helped make the reach go big.

Below is the post on Youtube.  No effort was made to push traffic to this video vs. the one on FB because, well, I wanted to focus on social where I’d get more tread from my work.  If you want help with your next video project, feel free to contact me directly for a free evaluation of your plan and I’ll send you an outline of what I’d do if I were you.

Deep Creatives can develop your next video including script, filming and editing.

Social Octopus

Social Media octopusDeep Creatives has been an early adopter of social media from day one. Suffice it to say, we’re not on MySpace anymore. In fact, when somebody uses poor social media etiquette, it’s not uncommon to read the term, “Dude, that’s so Myspacey.” That’s not a good thing.


DC has a lot of experience running sophisticated contests to super engaging boosted posts and more. DC can help you design a campaign that actually works for your brand as well as your customers and potential customers. We don’t just create win-wins, we create WIN-WIN-WINS! With more than 40 Facebook Pages under our wings, we kinda have a clue about how stuff works.  This page is dedicated to showcasing some of the ideas and creatives designed and deployed by DC.


From Facebook Pages and Groups to crazy clever hashtags, we know what works and what doesn’t. To be honest, not every company needs a Twitter or Instagram account. . Others still might  need to upgrade their management strategies with HootSuite and WooBox. If all this has you wondering what your next smart move is should be in the social media space, you might be surprised to hear what DC has to say. After all, we’ve worked with many agencies from all around the country, and let’s just say most of them will sell you a bridge in Nevada. We’ll give it to you straight and in plain language that you can understand.