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炎上商法とは

 

What is Flame Marketing?

Flame marketing is a marketing technique that aims to increase public recognition and sales by intentionally attracting public criticism and resentment through radical words and actions, sensational advertising, etc.

Advantages of Flame Marketing

Can attract a lot of attention in a short period of time at low cost

Possibility of acquiring new customers in addition to existing customers

Increased topicality makes it easier for the media to cover it

Disadvantages of Flame Marketing

There is a risk that the image of the company or brand will be significantly damaged

Even if it can attract temporary attention, it is difficult to build a long-term relationship of trust

The flame can get out of control and develop into a social problem

Actions that violate laws and ethics may result in legal liability

Examples of Flame Marketing

Extreme statements and actions by celebrities and influencers

Inappropriate advertising and promotions by companies

Sensational statements and activities by politicians and organizations

Points to note about Flame Marketing

Flame marketing may be effective in the short term, but it is a method that poses great risks to companies and brands in the long term. When engaging in flame marketing, it is necessary to fully understand the risks and consider them carefully. In addition, care must be taken from an ethical point of view to ensure that flame marketing does not exceed the limits of social acceptability.

There are many people who have become famous through flame marketing, but here are some of them.

Logan Paul

American YouTuber. In 2017, he posted a video of a suicide victim's body in Aokigahara Jukai in Japan, which drew worldwide criticism.

PewDiePie

Swedish YouTuber. He has repeatedly made racist remarks and actions in the past, causing repeated flame wars.

Donald Trump

The 45th President of the United States. His radical remarks and policies have always caused controversy, dividing supporters and opponents.

[Companies and brands]

DHC

A cosmetics company. In 2020, it posted discriminatory text against competitors and Korean residents in Japan on its official website, causing a major uproar.

Hare no Hi

A rental and sales company for furisode. In 2018, the store suddenly closed on the day of the Coming of Age Ceremony, leaving many new adults unable to wear their formal attire.

As these examples show, while flame marketing can attract temporary attention, it also carries a high risk of losing long-term trust.

There are Japanese influencers who have temporarily gained fame through flame marketing, but their evaluations vary depending on the definition of "success."

In terms of short-term attention and buzz,

Shibata

A YouTuber who repeatedly makes extreme statements and causes flames.

Korekore

A YouTuber known for his expose-type broadcasts.

Garcy

A former member of the House of Councilors who became a politician through expose-type broadcasts and was later expelled.

It can be said that all of them attracted attention using flame marketing techniques and achieved a certain degree of success. However, questions remain regarding their long-term trust and image building.

On the other hand, there are many influencers who have been successful by steadily gaining fans using methods other than flame marketing.

HIKAKIN

A top YouTuber in Japan.

Hajime Shacho

A popular YouTuber with experimental videos.

Fuwa-chan

A free-spirited personality and a talent who is active in variety shows.

They have no connection to flame wars, yet are supported by many people.

Whether or not you can say that flame war marketing has been successful depends on your definition of success, but from a long-term perspective, it is highly unlikely that flame war marketing can necessarily be called successful.