We know that putting a product in the hands of someone the masses adore can do wonders for sales. Perfectly logical. Putting a product in the hands of someone the masses detest could therefore potentially hurt sales. Perfectly Logical. But! Can putting a competitor’s product in the hands of someone the masses don’t trust help your sales? That is some next-level double-reverse marketing trickery right there.
Did you know the season premiere of Jersey Shore pulled in 5.3 million viewers? I'm pleased to report that I was not one of them — and I hope for your sake that you can say the same — but regardless of how you or I feel about the show, there is no denying the multifarious entertainment powerhouse that the Jersey Shore has become. The characters have done a remarkable jobs of distinguishing their personal brands amidst all the hoopla (the Hollywood Reporter informs us that "The Situation" will earn 5 million dollars this year, thanks to a slew of diverse ventures). Recognizing the marketing opportunity here, Sony Pictures has gone so far as to actually purchase banter between cast members on the show. Films such as The Other Guys and The Social Network found their way into the show's conversation (I realize "conversation" might be a stretch here, but let's remember who we're talking about). Gotta love the post-ad tactics there, but for loyal fans that count on the likes of Snooki, Jwoww, and Pauly D to keep it "real," is this a breach of trust?