Clare and another social media disaster

Here we go again. As the facts start to leak out, people are hypothesizing as to where the scam involving Clare, Heidi, I mean, Clare, began – and who else was involved. Channel 9? Specialist agency, The Projects? Just herself?

Duncan Riley summarises the events here and asks some questions about how the video came to be on YouTube in the first place, instead of staying with Nine. I won’t bother uploading the original footage because you’ve probably already seen it – if you haven’t, here it is on one of mUmBRELLA’s early posts on the subject, where Tim Burrowes makes an important assertion when the first rumours of fakery started surfacing, suggesting that Clare may well be legitimate saying, “I think we are witnessing a legacy of the Naked / Witchery Man furore of earlier this year.”

Unfortunately for the advertising and media industries, social media set and readers of all things online and off, this was another set-up. How contrived and orchestrasted by the corporate sector it was, is still to come out. The two places to watch are, A Current Affair this Monday night (they have apparently secured an interview with 19-year-old, Clare), and Media Watch, later the same night.

[Update] – Clare Werbeloff is just a 19-year-old kid from the Northern Beaches of Sydney with a loud mouth who’s watched too much Fat Pizza. She ran in front of a camera and mouthed off what she has copied from TV ethnic slang without thinking about the implications for others, like the person who was shot.

Here’s Channel 9’s response to the whole incident, explaining what their contract cameraman did and his experience and attitude to Clare.

Regardless of the specifics of this incident, what disturbs me is that most punters probably don’t care whether they were duped or not. Has the average media viewer become so use to fake news stories through people ‘punking the news’ or the media itself creating hyperbole or artificial events, that (a) it has become a great game to guess what is real, or (b) no-one cares anymore – news IS entertainment.

For marketers and brand custodians, however, this bizarre, artificial media environment can only last for a short time historically and can only ever be a short-term marketing communications strategy for those that pursue it.

Creating brand-value – establishing communication between users and giving them a reason to recommend your brand DOES NOT START WITH A LIE. Even one that goes massively viral super fast. Further, the more people get sick of being duped (and it’s happening NOW) the more they will attached ‘negative’ value to any brand that involves themselves in any dubious, cloaked, faked, viral, social media campaigns.

For a look at some of the excellent ‘spoof’ videos of Clare that are already out, mUmBRELLA has a selection here.

We now know that the Kings Cross Bogan had nothing to do with a marketing stunt (congrats to Tooheys for investing in that OOH poster) – advertisers, however, will now be chasing that viral magic that saw Werbeloff and Susan Boyle go balistic over the past few weeks and try to create ‘a story’ that will take their campaigns to space.  Nothing wrong with great, honest, engaging stories, of course – so it will interesting to see what viral plays come out over the next few weeks as agencies push the envelope.

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2 Responses

  1. […] Clare and another social media disaster […]

  2. Ok, so funny for a minute, dumb chick, stupid stunt, got her head on TV and as Aussies are called skippys, please don’t take offence to the word wogs. do we really need to blow this out of proportion, isn’t there bigger things to deal with in the world!!

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