The Revolution, Brought to You by Nike, Part 2
by Andrea Phillips
5. THE LAUNCH
Launch day came on a bright Tuesday, amid a flurry of reports that the executive office had pushed through a series of contracts requiring the president’s own hotel properties be the preferred vendor for all federal travel going forward. Another day, another straw that was somehow never the last one.
The first part of Corazon’s campaign was the manifesto. That would take about two weeks.
They seeded a few aspirational pieces of video right away, to model the kinds of things they were expecting from legitimate users. In one of them, a gay couple hugged on camera, and the shorter one said “I’m making a world where love is love is love.” In another, a child in a wheelchair looked at the camera with determination and said, “I don’t want to die.”
They also front-loaded the Beyoncé video, a beautiful declaration of strength and defiance. They had enough of those celebrity videos to release a new one every day for the duration of the campaign. It was going to be so amazing.
The press went wild. Beyoncé, treason, Nike, the Justice Department, hope, plus something small that people could do to feel useful? The clickbait farms didn’t even have to work at the story. It was a done deal from the start.