How a Fake Celebrity Engagement Fooled Everyone: A24’s Marketing Stunt Explained

A clever marketing campaign by film studio A24 tricked the internet this week. The studio placed a fake celebrity engagement announcement in a major newspaper to promote an upcoming movie. The stunt generated massive buzz and confusion onlineThe announcement was for a film called “The Drama,” starring Zendaya and Robert Pattinson. According to The Boston Globe, the fake notice was designed to look completely authentic. This unique approach to movie promotion has been widely praised.

The Elaborate Details of the Fake Announcement

The announcement appeared in The Boston Globe on December 9. It stated that Emma Harwood was engaged to marry Charlie Thompson. The wedding was set for April 3, 2026, in Boston.These are the fictional characters played by Zendaya and Robert Pattinson. The notice included specific details about the characters’ families. Many readers initially believed it was a real celebrity news story.Social media users quickly began sharing the announcement. Many expressed shock and confusion about the stars’ relationship status. Entertainment reporters then clarified the announcement was a promotional tool.

Why This Marketing Strategy Worked So Well

The campaign succeeded by blending fiction with a familiar real-world format. Newspaper engagement announcements carry a tone of legitimacy. This made the fictional notice seem plausible at first glance.A24 spent very little money compared to traditional advertising. The stunt created millions of dollars worth of organic media coverage. Industry experts called the approach brilliant and cost-effective.The chosen wedding date is the same as the film’s release date. This clever detail connected the stunt directly to the movie. Fans appreciated the creative and immersive promotional tactic.

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Info at your fingertips

Was the engagement between Zendaya and Robert Pattinson real?

No, the engagement was entirely fictional. It was a creative marketing campaign for their new movie, “The Drama.” The announcement featured their characters’ names, not their real identities.

What movie is this marketing campaign for?

The campaign is for the A24 film “The Drama.” It is a romantic comedy-drama starring Zendaya and Robert Pattinson. The movie is scheduled for release on April 3, 2026.

How did people find out it was fake?

Entertainment news outlets and the studio itself quickly clarified the announcement. The connection to the film’s plot and release date revealed the stunt. A24 also released the official movie poster the same day.

Where was the fake announcement published?

The engagement notice was placed in The Boston Globe newspaper. This traditional format helped sell the authenticity of the announcement. It was designed to mimic a standard wedding announcement section.

How have fans reacted to the marketing stunt?

Reaction has been overwhelmingly positive. Fans on social media praised A24 for its clever and unexpected approach. Many said it made them more interested in seeing the actual film.

Will other studios use similar marketing tactics?

Marketing experts believe this successful stunt could inspire similar campaigns. Guerilla marketing creates high engagement at a lower cost. However, its effectiveness depends on creative execution and timing.