I'm tired of pretending like I'm not special. I'm tired of pretending like I'm not bitchin', a total freakin' rock star from Mars.
Charlie Sheen's meltdown has captured the world's attention, and his recent ascent (or descent, depending on how you look at it) to Twitter superstardom has brought his life under a bright spotlight -- one that has a distinct shade of green. As the Guiness World Record Holder for "Fastest Time to Reach 1 Million Followers" (it only took him 25 hours and 17 minutes to accomplish this feat), Sheen's ability to fascinate consumers has unleashed a flood of brands looking to capitalize on the massive amount of consumer attention focused on the Sheen phenomenon.
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Ford and Poster Revolution were the first to jump in, purchasing the #winning hashtag on Twitter. (Though Ford later took down their campaign -- pang of conscience anyone?) As of today, a slew of companies have bought their turn at #winning. Smart brands have always been eager to tap into pop culture trends, no matter how savory. What's different now is that brands not only have to be smart enough to recognize a real trend when it happens, but nimble enough to take advantage of the instant engagement opportunity that flashpoint events can create.
Sheen, however, may get the last laugh. He's using the oldest trick in the book: a combination of manufactured controversy, celebrity gossip and mainstream media to drive attention. Love him or hate him, Sheen's winning at building his own personal brand, driving his fans (and a lot of casual observers) to channels where he has control -- his Twitter account and his UStream channel. When it comes time for Sheen to sell his next product or sign his next network deal, he'll have his own platform to stand on: millions of fans and followers that he can reach directly, without CBS getting in the way.
Tigerblood is simply modern marketing at its best.