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The Islamic State's Propaganda War: Advertisers and Marketers Weigh in…
The Islamic State's Propaganda War: Advertisers and Marketers Weigh in on the World's Angriest Ad Campaign
How does IS sell their message? How does it get people from comfortable backgrounds in the US and Europe to give up everything and join a movement so infused with violence and brutality?
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"Brands find success by placing themselves within the social conversation in meaningful or fun or shocking ways".
The videos and images of beheadings, burnings, crucifixions, and mass executions have simultaneously revolted and enticed viewers, becoming a core component of their marketing strategy.
IS uses sound design, special effects, rehearsed sequences, and multiple-angle scenes, as well as high-tech 5D cameras and professional editing teams.
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IS has developed a very effective and low-cost type of advertising campaign reliant on something called "earned media."
The US and world media are feeding on the content, and that's huge earned media for IS
Targeting
Content is expertly tailored to specific audiences in multiples languages, with propaganda aimed at women, converts to Islam, and even certain professions
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"To many young men who feel like their current like is purposeless, this tell them that they can do something, they can be somoene and play a meaningful role"
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