What in the marketing department is going on?

That’s what many people have been asking themselves after American Eagle dropped its “ blue jeans ” Sydney Sweeney campaign and e.l.f. Cosmetics launched their latest ad featuring the controversial comedian Matt Rife — only to watch both go viral for all the wrong reasons.

Was this accidental? Intentional? Is this really the new marketing playbook?

Whether these brands saw the backlash coming or not, the bigger question is louder than ever: Is this what advertising and brand engagement look like in today’s attention economy?

Welcome to the era of ragebait

As the founder of Viral Marketing Stars®viral campaigns that resonate — especially with Gen Z, the most unforgiving audience online.

If you’ve never heard the term, ragebait marketin

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