A Cure Of Wellness: Social Media Advertising

Nothing spreads faster than controversial news gossip. G-Eazy said “Word of mouth is the most valuable form of marketing, but you can't buy it. You can only deliver it. And you have to really deliver.” 20th Century Fox know the value in the word of mouth and to control it in the direction that they wanted in order to promote one of their movies they came up with an effective marketing tool to get people talking. They created fake news to stir up publicity for their film A Cure of Wellness.
20th Century Fox created about five fake news websites that looked like local news media as part of a viral marking tool to promote their movie. Their intention was to develop outrage and interest in the movie by embedded the fake news websites with ads for the movie and by making references to the plot of the movie within the news articles. The news article topics were controversial topics within our current society, topics such as abortion, vaccines, and President Trump. They designed their website to resemble HealthCare.Gov and a bottled water company. The movie is about a fake cure that makes people sicker so as part of the campaign, they created a wellness …show more content…
They molded social media marketing to their advantage, they fed the public what they wanted and let the news spread like wildfire. They even added cause related marketing with the Trump depression article and had people hashtag their movie name. They created a strategic partnership with Regency Enterprises to help create the websites and publish the fake news. 20th Century Fox used an undifferentiated target strategy they used one marketing mix to reach a mass market. They used mass communication through their articles to influence a large audience and created earned media by getting people to talk or post electronically about it, as well are owned media by creating and controlling the fake websites and