Brands hop on the viral Will Smith-Chris Rock confrontation in strategic marketing
By Zion Rufus
While several social media platforms went agog on March 28th, 2022 following the confrontation between renowned actor and film producer, Will Smith and Popular American rapper, Chris Rock during the 94th Academy Awards, some brands have hopped on the hot trend which is currently making its round on social media to push their campaign messages.
The unexpected incident occurred when Smith walked up on stage to slap Rock to the shock of other celebrities and millions of viewers across the world. The comedian, who was onstage to present the best documentary award, had made an ‘expensive’ joke about Smith’s wife and multiple award-winning actress, Jada Pinkett Smith, saying she looked as though she should be in “G.I. Jane 2” in reference to her near-bald hairstyle. Meanwhile, Pinkett had earlier disclosed that her hair loss was due to alopecia, a condition that leads to hair loss.
Although Smith, who later bagged an award for the ‘Best Actor’ during the ceremony apologized for his actions, ‘The Slap’ had since become a social media sensation accompanied by comics, memes, celebrity reactions, backlashes, and as well marketing campaigns.
Fashion Nova
Fashion Nova, an American fast fashion retail company said in a message to its customers: “We SLAPPED 40 per cent Off the ENTIRE Site!,” the text reads, posted via Twitter. “It’s Time To ROCK New Spring Looks…Today Only.”
Jumia
Pan-African technology company, Jumia said: “Will slapped Chris Rock, but these deals slaps harder….”
Nigeria vs Ghana 2022 World Cup qualifier
After an 11th minute strike from Arsenal’s Thomas Partey set Ghana up for a Qatar 2022 place with a 1-1 draw set Ghana at the top for the 2022 World Cup games, the Will Smith-Chris Rock meme was used to describe the disheartening moment.
Jumia Pay
Jumia Pay, the digital payment and fintech platform of Jumia Nigeria in a promotion sent to consumers today said: We are slapping you with 20% cashback on the app. Only today. Use code FLASH20 to Rock up to N300 cashback excl betting and loan. Valid for one time use.”
Sneakare
Sneaker care company, Sneakare used a comic description of the Will Smith-Chris Rock scene to push its campaign message to customers.
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