By Muyiwa Akintunde
So, we were marketing Sunday’s Brazil versus Nigeria friendly for LIVE telecast. These days, brands are mindful of their spends.
Convincing them that the match is guaranteed to deliver the required eyeballs was hard task enough until the hyperactive fake news market went into an overdrive.
First they said Brazil would not honour the match as their domestic league would kickoff same day with the friendly. How many consumers of their falsehood would know that country has advantage over club during FIFA designated friendly or official match week?
By the time that fake tale broke, Brazilian players had just landed in Singapore ahead of the fixture against Senegal. Lie busted.
Next, they insisted that the embassy of Singapore in Nigeria had denied the players visa. Most of the players are based in Europe and were to fly from their base to the sovereign island city in Southeast Asia.
When the Eagles landed in Singapore, they still refused to give up.
Oh, No! It’s not the players but the officials who were denied visa. And when the officials got on the way to Singapore, they said you don’t even need a visa to travel to that city-state!!!
While the fabricated tales lasted, they had created doubts in the minds of prospects. And the questions you get asked by brand custodians aren’t around negotiating the best bargain but about the prospective of a “no show”.
We have grown in leaps and bounds in demarketing our country. Lies from the pit of hell are concocted or rehashed and served as delicious meal. And otherwise rational folks give them the wings to soar.
When next you initiate or join the purveyors of falsehood in their act, remember that what you sow will flounder and come back to hit you, if not now but later.
Muyiwa is a Public Relations and Sports Marketing consultant based in Lagos.
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