Over the past few weeks, news and social feeds have been dominated by Coldplay-gate, the Astronomer scandal that went public in the most global way.
While the kiss-cam drama is not something you’d typically find in your crisis playbook, the event revealed much about the real-time response of the public, brands and social media in the age of AI.
We explore the factors that turned a couple of corporate executives into a global meme, and the brands that got swept up in the frenzy.
Viva la viral
While the kiss-cam moment was real, AI technology played a significant role in how the scandal unfolded online.
When a post or event is trending, the algorithms that power social media platforms, such as Instagram and TikTok, are designed to identify engaging content and push it to a wider audience.
However, in the immediate aftermath of the concert, the use of AI came to the fore in the form of fake content. Statements claiming to be from the Astronomer CEO quoting Coldplay lyrics began trending, followed by AI-generated videos and images purporting to show reactions from the CEO’s wife.
Fake stills from a non-existent episode of The Simpsons were also produced, leaning into the show’s uncanny quirk for predicting real-world events, but this was not one of them. These deepfake-like fabrications demonstrated how easily AI can be used to create misleading content.
To make matters worse, many news outlets reported the fakes news as gospel, further spreading misinformation and fuelling the public’s fascination with the scandal.
Memes for marketing
While trends come and go, the elements of this scandal with the most longevity will be the memes and the colloquialisms (E.g., ‘Coldplayed’ is now a verb). Over the past two weeks, several brands have been quick to jump on the bandwagon in the name of marketing.
Fast food chain, Nandos, recently sent an email to its Australian customers with a “Little something on the side?” promotion in reference to the Coldplay incident. The creative also appeared on its Instagram account and was discussed on online forums, such as Reddit. Social comments varied between acknowledging the alignment with the restaurant’s cheeky brand identity.
Authorities in NSW parodied the now infamous kiss cam moment of the Astronomer executives to serve as reminders to the public about not getting caught out, ranging from remembering to tap off when using public transport to fire safety.
While some these organisations have a history of dabbling in humorous marketing campaigns, the question becomes what is the impact on reputation by using personal scandals to win engagements?
The other side of the AI-generated coin
And then there are the brands who never sought any piece of the Coldplay-gate infamy.
Global payment services provider, Mastercard, is synonymous with money-can’t-buy experiences following the success of its “Priceless” campaign, so much so, that it has become part of the company’s values.
The worldwide recognition of the advertising meant that opportunistic social media users repurposed the artwork without the company’s consent, dragging the brand name into the chaos.
While memes might seem like they are just part of the new internet culture, intellectual property laws still apply, particularly when it comes to the misappropriation of a brand, trademark, or copyright infringement.
If a business uses a meme containing copyrighted material or a trademark for commercial use, it significantly increases the risk of legal action.
While there are fair dealing exceptions when it comes to parody or satire works, companies are generally advised to obtain permission if they intend to use third-party content, including memes, in their marketing.
The Gwyneth factor: A sky full of (celebrity) stars
Following the deluge of memes and inevitable resignations of the Astronomer CEO and HR chief, you’d be forgiven for thinking the event would eventually whittle away.
But in a rather unexpected development, who should appear two weeks later but the Coldplay frontman’s “conscious uncoupling” ex-wife, Gwyneth Paltrow.
The Goop founder was hired as a “temporary spokesperson” in what was clearly an attempt by to leverage the attention of a captive audience and turn the negative brand association from the scandal and, instead, divert and educate people about the company’s true value offering.
Truth be told, in the wake of the fake news and AI-generated content, even this author questioned the veracity of the video.
Two weeks in social media is a long time, therefore the use of the Academy Award winning actress’s talents, celebrity status, and connection to Coldplay ensured audiences didn’t scroll past the one-minute video.
As Astronomer will attest, “the hardest part” is regaining control of your own narrative. Time will tell whether people will be “hypnotised” by their owned content or whether the company’s reputation has been taken over by a “higher power”.
Thinking about integrating AI into your next campaign? Have you considered the role of AI in your communications strategy? To find out more, contact Victoria O’Neill at victoria@impactagency.com.au.
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