the situation

Abercrombie & Fitch VS The Situation: PR Bait Genius

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August 17  |  Viral Marketing  |   Ryan Clark

I just love smart marketing/PR stunts, and Abercrombie & Fitch has got the world’s attention today with theirs. In a world where it’s hard to grab the attention, social buzz, links and viral crazyess their marketing team has managed to that so well. You know you’re doing well for your brand when you’re trending on Twitter! Luckily for Mike “The Situation” Sorrentino, this could work out well for him as any press is good press.

“We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image. We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans. We have therefore offered a substantial payment to Michael ‘The Situation’ Sorrentino and the producers of MTV’s The Jersey Shore to have the character wear an alternate brand. We have also extended this offer to other members of the cast, and are urgently waiting a response.”

This is something to be studied by everyone in the marketing game from student to master because this is how it’s done these days. If you take a quick look on news sites, blogs and the search traffic/chatter you’ll see that they’re coming out big with all sorts of win. The amount of links alone that will be flying at A & F should well be worth it. While I don’t think The Situation will be wearing anymore of their clothing (not a big loss really), this is a good time for some other clothing company to jump out of the dark. So hear me now, if you want The Situation to rock your clothing label, you’d better start beating the doors down now. There’s a seriously good amount of marketing to be gained from this so heed my warning!

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