Looks like others have noticed the fake viral videos produced by agencies. Sarah Perez's latest post on ReadWriteWeb.com asks "Is this good marketing?" and shares some more video hoaxes. We're attracted to these videos because they appear to be real people moments, such as as awesome bike stunts, a romantic engagement or even a tattoo job application. Once we discover these are produced moments created to sell us a product, are we left feeling disappointed or less trusting?
As marketers, I think we walk a fine line. We want to be creative and generate content that will break through the clutter and we want to be authentic and engage in a trusting relationship with consumers. On the other hand, television spots and reality TV programs are not exactly real and I do find some entertaining. How do we balance our creativity, entertainment value and authenticity with online videos? Let me know what you think.
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