Class Overview
- The class begins with an informal interaction about schedules and a walkthrough for a football event.
- Announcements and updates are given about Extra Credit opportunities on Calm Day.
Additional Class Announcements
- Extra Credit posted on Canvas for Calm Day.
- Timeframe: 10 to 12 today.
- Students are to take a selfie and post about it using social media.
- Required hashtags: #GregCobb, #etbucom.
- Location: Student Center.
- Sadie is excused early to set up the event.
Changes in Assignments
- Brief Three assignment is canceled due to issues encountered with Brief Two.
- Focus is shifted to working on Final Presentations instead, which are due next Friday.
- Students will start working on their Final Presentations this weekend, which will include tactical elements.
Case Study: Obiah Butler and The Shed at Delwich
Background
- Introduction of Obiah Butler, a writer for Vice Magazine from South London.
- Side hustle included earning £10 for writing fake restaurant reviews.
- Idea initiated from observing restaurants gain traction through fabricated reviews.
The Hoax
- Creation of a completely fake restaurant, 'The Shed at Delwich', which was his home.
- Restaurant setup included:
- Appointment-only policy with vague location to enhance the exclusivity.
- Decorative atmosphere created using mood lighting.
- Menu items cleverly named after emotions (e.g., comfort, lust, empathy) instead of traditional dishes.
Execution
- Friends were employed to write fake reviews, with consistent mentions of exclusivity and outdoor dining.
- The hoax resulted in an increase in rankings on TripAdvisor.
- Within six months, reached number one ranking amidst real restaurants.
Results and Perception
- Butler hosted a dinner party for ten guests who expected luxury but experienced supermarket microwave meals.
- Guests surprisingly enjoyed the meals and none suspected the truth.
- Outcome: Perception of reality influenced by the setup and fabricated exclusivity.
Implications
- Butler advised TripAdvisor to remove the listing, showing ease of manipulation in digital trust.
- Provokes thought on the effectiveness and ethics of digital PR stunts and societal reactions.
Discussion Questions
- Was it worth the effort to create a fake restaurant?
- How did the social media landscape contribute to this success?
- Did Butler prove a point about social media?
- Layton shares an experience of creating a fake ramen restaurant, gaining viral attention.
- Methods employed included limited access for influencers and immersive experiences.
- Social media serves as a controlled medium; the sender has authority over the message.
- Signals include: clarity, persuasiveness, authenticity, and ethical considerations.
- Unique structural elements such as "hook, line, and sinker" are emphasized in message crafting.
Tactics vs. Ideas
- Distinction between a tactic (specific activity) and an idea (organizing principle for a cohesive campaign) is established.
- Examples of tactics: polls, events, promotional activities that drive engagement.
- Emphasizes the need for a strong foundational idea to guide tactical decisions.
- Identification and promotion of user-generated content.
- Sharing brand values.
- Contest and promotional strategies discussed including how they can enhance engagement.
- Gamification tactics illustrated using interactive content examples (e.g., brand social shows, tutorials).
Tactics Breakdown
- Examples of user-generated content use:
- Lowe's interactive tutorials on Snapchat.
- Oreos' Share the Wonder Instant Win game.
- Tactics such as testimonials, giveaways, contests, polls, and stunts were introduced.
Final Notes
- Students are encouraged to utilize these concepts and tactics in upcoming final projects.
- Reminder to engage with student-generated content and stay aware of current trends.
- Q&A session to clarify concepts before the conclusion of class.