Pitbull’s Twitter & Facebook contains ads: A rare look at celebrity social media marketing contracts

Rapper pitbull performing with dancers on a stage
“Pitbull (Austin, Texas, 2015-02-07)” by Ralph Arvesen, via Flickr Creative Commons is licensed under CC BY 2.0

This week, after a long, contentious battle over making the contract public, the rapper Pitbull published his 1 million dollar contract with the State of Florida via his twitter account.

Most contracts between talent and agency are usually confidential, but because it was with a governmental agency, it could be public domain (hence the contention). What we do know for sure, however, is that it offers us a rare glimpse of one of these contracts and the role of social media advertising from celebrities.

Under section 4.3, Social Media and Email we find:

4.3.1 Social Media

A. The Contractor will provide Talent’s digital services team to make in aggregate a minimum of two (2) social network posts each month on each of Talent’s various social media channels. (e.g., 2 Tweets, 2 Facebook posts, etc.) in support of the VISIT FLORIDA mission to promote tourism; and including the social media hashtag “#LoveFL”. The manner and method of these posts shall be in accordance with Contractor’s organic approach to assure the authenticity of the posts and to avoid over-saturation (e.g., December may include myriad posts and January far less) and with due consideration of Contractor’s activities and demographics and to avoid any alienation of Talent’s fans given the general non-commercial nature of Talent’s social media sites. Where appropriate the posts shall include the presence of Florida photos in a manner consistent with Contractor’s past activities. The Contractor will include a creative written call to action to drive traffic to VISIT FLORIDA’S Facebook page (e.g., “Like VISIT FLORIDA’s Facebook page) when posting on Pitbull’s Facebook page.

B. Contractor will provide reporting that includes proof of all social media network posts as indicated above. 

4.3.2 Email Contacts

A. The Contractor will work with VISIT FLORIDA staff to drive social media and email traffic to allow an aggregation of at least 500,000 email contacts for potential solicitation by VISIT FLORIDA for tourism activities/information. The Parties will work in good faith to create terms, conditions and procedures to assure that collection of all data is in accordance with all applicable laws and regulations, including without limitations the Children’s Online Privacy Protection Act (COPPA). All aggregated emails and user data acquired by VISIT FLORIDA in connection with Contractor will be shared with Contractor. 

What we can learn from the above:

  • It’s not really Pitbull posting on these pages. He, along with most public figures, has a “digital services team” posting on his behalf.
  • Celebrities get compensated for posts on social media sites. I’m sure Pitbull loves Florida, but the reality is, he’s getting paid to post on their behalf.
  • Some celebrity social media posts are ads, and they don’t want you to realize that. Reading the above, it’s obvious VISIT FLORIDA wanted the posts to be “authentic” and not come across as ads. This is an ethical issue for me, I’m not a fan of ads that are designed so people don’t realize they are ads. But, it’s prevalent with celebrities and social media.
  • The goal is to capture your information. VISIT FLORDIA’s goal is clear, they want to capture email addresses for at least 500,000 people for purposes of marketing to them. And they aren’t alone; most similar promotions are all about information capture.
  • And your information will be shared.  Not only is VISIT FLORIDA capturing people’s information, once they have it, they are going to share it back with Pitbull’s marketing team so they can also market to those people. This is very common as well.

Thanks for posting the contract, Pitbull (team):

I appreciate Pitbull’s team posting the contract. I think they saved themselves a lot of further public relations headaches by doing so and, as the title of this post says, it gives us a rare glimpse into one of these contracts.

With that said, what it shows is disheartening; there’s no more of an illusion that celebrity social media accounts are an ad-free zone. I think most people know this, intuitively, but having such concrete evidence of it public makes it hard to ignore.

 

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