Thursday, September 25, 2014

yandy.com launches its annual Halloween viral outrage earned media campaign


This year's earned media campaign leads with Huffington Post's coverage of the "Sexy Deadmau5" costume. I'm contributing to their marketing as well, just like I did in 2011, 2012, and 2013.

Let's be honest with ourselves: Outrage is the currency of social media. Marketers offer up new outrages with every passing season, and we predictably rage about it to anyone who will hear.

Sure, the advertiser will take some heat, but the people who will get angry with yandy.com and their ilk are not the ones buying "Sexy Mario" or "Sexy Racist Native American Stereotype" costumes. And the negative publicity will just add to the edginess of choosing to go to a party dressed as a sexualized teenage private school girl.

It's a win-win clickbait strategy for sleazy marketers and internet social justice warriors alike. And girls lose. Like always.

I'm sorry. Feel free to lament my hypocrisy below:

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