Labelled as a 'luxury music festival,' Fyre Festival was promoted on social media by celebrity influencers, including Kendall Jenner, who was rumoured to have been paid $250,000 for one Instagram post. The organisers ultimately failed to deliver on the concept, sparking questions about trust in the influencer marketing ecosystem.
The campaign featured professional models, a private island and took a whole camera crew to create. Shutterstock replicated it with stock assets in under a day for less than £1,600.
“We knew we could create the same thing much cheaper and from our desks,” said Lou Wiess, Shutterstock chief marketing officer. “We thought it would be a great way to show marketers and creative teams that you can truly create anything you want from our 12 million video clips and tens of thousands of music tracks”
The 30-second video, 'That Overhyped Festival,' shows paradise destinations, real models and even swimming pigs – promising users access to stunning clips for anything they can dream up, without blowing their budget.
Shutterstock hosts over 200m images, video clips and music tracks and claim to add 1.5m more each week. The high-quality content is readily available to Shutterstock users, allowing them to tell the story exactly how they want to.
Compare it to Fyre Festival's own promotional video.