I am an expert in viral marketing and make my bones reach Gen Z. The American Eagle and Elf Ragebait is just gasoline

This is what many people ask after dropping the American eagle.Blue jeansThe Sydney Sweeney campaign and spontaneous cosmetics launched The latest advertisement The controversial comedian includes Matt Rural – only to see both virals for all the wrong reasons.

Was this accidental? intended? Is this really the new marketing play?

Whether these brands have witnessed a violent reaction or not, the biggest question is higher than ever: Is this what the advertisement and the brand’s participation in the economy of attention today?

Welcome to the era of ragebait

As the founder of the VIRAL Marketing Stars®, I spent the past decade studying viral campaigns and engineering that resonates – especially with Gen Z, the most merciless audience online.

If you never hear this term, Ragebait Marketing is simple: the brand does something attractive or controversial – sometimes by mistake but often – with the aim of going in the virus by enhancing comments and inspiring pieces of thought and millions of dollars in free advertising.

The fact is that it works – at least on the surface, if you measure the success of the campaign in views.

After all, the participating social media algorithms are rewarded. The higher the number of comments, posts, and watching the content, the greater its amplification.

The researchers from the University of Toulin call this “the effect of confrontation”, where people are likely to interact with the content that challenges their views more than the content that is in line with them.

It is cheaper than traditional ads, faster than building a reputation, and a confirmed way to dump your brand with interest.

Yes, Ragebait is heading. But does this mean that he is smart?

What happened with American Eagle and Elf

The American Eagle’s Sweeyy campaign was distinguished with the description line “Sydney Sweeey has great jeans” and it didn’t take a long time until it reached a violent reaction.

Some felt that it was a non -imitated signal to the improvement of birth control, due to the hair of the blonde lords, the blue eyes, and the concept of passing the features through the genes. Others felt that he was not harmful and even he was as a message of excessive “wake” culture.

At the time in ELF, the reverse reaction came at the same speed when their advertisement appeared by Matt RIFE- a famous comic actor who was fame on Tiktok- because of the history of RIFE from the amazing unusual household jokes and humor centered around BRO. Among all the famous influencers, why do you choose a beauty mark?

Although we cannot know the certainty of answering this question, we know that these campaigns remained live and no apologies were issued – just short data for the brand that left its customer base more confused.

Are they trying to cultivate people? Or are they only neglected?

This is the Ragebait problem. Even if you do not mean to start a fire, you still have to put it.

Ragebait for a real strategy

Let’s be clear – not all controversy is a bad strategy. Some of the most influential campaigns on the marketing date were polarized. But there is a difference between polarization and chaos.

Take the 2018 Nike campaign with Colin Kaiernick – an advertisement that includes the former American Football Association player who knelt during the national anthem to protest against the police brutality, with the slogan.He believes in something. Even if that means sacrificing everything“.

It was divisible. The boycott occurred, promoting retailers. But Nike? They were not a cave because the advertisement is in line with the values ​​of courage, rebellion and risks.

You might even argue that they were not Ragebaiting. They were standing at work.

For this reason, I would like to call this “marketing from business”-where you are vocal for what you believe, and who you talk to, and ready to capture heat from the opposite camp if this is a secondary result of your message. But the goal is not anger. Stand on the work is.

When you think about it, she saw Nike’s basic customer base itself in advertising. While the American Eagle, Evel and Elf left their primary customers to feel confused and disappointed.

The real cost of cheap attention

Here is the part that most brands lack: attention to loyalty.

You can not only measure success through views alone – especially if your campaign erodes confidence and alienates your customer base.

In 2025, confidence is everything – especially with Gen Z, who only consumes campaigns – launch brands in actual time. I have worked with thousands of creators and brands trying to reach this generation and penetrate the noise on social media – and one thing I know certainly: if you lose their confidence, you will not return it.

So if you are not ready to stand behind your choices before the reverse reaction, you are not ready to release.

Her play is very safe? This is also dangerous

But let’s not pretend that the solution is never controversial. It is very safe to play it.

I saw it directly as a strategic expert on viral marketing that helps brands to move through the design – especially with Gen Z, where the importance and reality over the Polish at a time.

Customers who have great ideas and strong products excessively liberate themselves to vision. They are very afraid of stretching feathers so that their message falls and ends up reaching anyone.

This is what Ghost Marketing – where your content is so safe that it ends up until it is invisible.

If Ragebait set fire to the Internet, Ghost Marketing is whispering in a vacuum.

If you want to stand out, you should stand for something. The middle land is clarity, not neutral.

What do smart brands do instead

Do you want to launch a successful viral campaign today? Here is what I advise you to take into account:

• Be bold, but intended and cultural awareness – especially on the culture of Gen Z.

• A partner with ambassadors with your target audience and is in line with the values ​​of your brand – not just a large fan base.

• Prepare for the Internet to respond. You have a plan, a statement and a situation before you reach the publication.

• And most importantly, do not try to start by provoking a customer base that you want to keep.

You can go viral by running positive reactions (laughter, awe, belonging, nostalgia for the past), or negative, such as anger – just make sure that it is one of the people who do not serve them, not your basic customer base.

Because Virality does not come from the presence of millions of followers or a huge advertising budget. It comes from an emotional response. The content becomes viral when sharing, and the content is shared when people feel something and want to talk about it.

Anger is just one emotion. And if you choose this as your main marketing lever, you are better sure that you can deal with what comes with it.

The last word

Ragebait Marketing may get attention and publicity (especially if it raises Gen Z). And yes, we may see more Ragebait campaigns to go forward. But not all advertising is a good advertisement.

The smartest brands in 2025 do not chase anger. They stand at work. They make bold decisions for alignment, not only the value of the shock.

Because at the end of the day, go virus is easy. Building (and preserving) your customers are loyal to life? This is the strategy.

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