It’s not easy becoming the talk of social media, and usually those who get to that level didn’t do so on purpose.
The recent celebrity nude photo leak was the hot topic on social media once the story broke, and Emma Watson found a way to leverage it through a hoax in order to bring awareness to a very worthwhile cause.
After the British actress launched the HeForShe campaign at the United Nations in New York City a threat appeared online simply claiming that Emma Watson was next.
The threat linked to a website titled, “Emma Watson you are next”. A counting clock was on the website, which led many to believe that nude photos of Watson would be hitting the web and social media once the clock struck zero.
Shortly after the threat went viral, the link was directed to Rantic.com a relatively unknown social media company and a brand new campaign to take down 4chan – the website that most believe is responsible for the nude photo leak.
The amount of tension, suspense and intrigue makes one think they might have mistakenly stepped onto the set of an Alfred Hitchcock movie.
There are still a lot of unanswered questions. Is Emma Watson involved? Who is Rantic? Has this helped the HeForShe campaign? What we do know is that social media went crazy with activity about this story and in particular about that ticking clock.
As a social media campaign, it was successful in many ways.
The outcome to determine if Rantic really pulled it off is still to be seen, but if the activity for #HeForShe is any indication than awareness was raised for the cause.
To be able to crate a digital campaign this intricate and subversive is quite impressive. The danger for others who want to imitate is that many hoaxes do go awry and annoy audiences.
Like anything when it is done right, social media takes notices and propels it to great heights.