The company built a fancy resort hotel and then gave away rooms to dozens of social media influencers.
“Tell the world what you honestly think,” the company said.
So, they did.
They said it was fancy, an experience of a lifetime.
The food, the rooms, the service, the pool… everything was simply the best.
Their blog posts and instagrams and youtube videos gushed hyperbolic praise and joy.
Their posts filled up with nasty comments, wanting to know if they’d had gone and been so happy if they had to pay.
But the influencers were already at another resort.
Comped, naturally.