On the Oscar broadcast, the message will be working together to overcome challenges. But these days, can even invoking unity be a risk for a brand?
Online stars, called influencers, can connect businesses to coveted audiences, but they can also bring companies closer to topics they’d rather not broach.
Many users thought articles on sites resembling city newspapers’ or HealthCare.gov were real exposés or scoops, like “Trump and Putin Spotted at Swiss Resort.”
Many brands chose whimsy, but a few that bucked the trend with social commentary were rewarded.
The company 84 Lumber was told to change an ad showing a wall at the U.S.-Mexico border, highlighting the difficulty of ensuring a bipartisan broadcast.