I don’t know much about Gossip Girl, but I know I like their marketing team. Unsurprisingly, Gossip Girl has received a whole host of criticisms about its trashy content, drab stars and convoluted storylines. To their credit, they have embraced all the negative press and actually made something of it. So much so, that some of their latest posters unashamedly broadcast the bad publicity as a selling point. Lines like ‘Every parent’s worst nightmare’ and ‘Bad for you’ suddenly don’t seem like critic slammings,but instead makes the content even more irresistible to its teen target.
Challengers have a propensity and natural knack for seeing opportunity everywhere and in everything. Even bad press. So perhaps there is a lesson for us amidst the trash and tack of Gossip Girl, let’s lean into things we tend to classify as ’indisputable negatives’ and actually make them work for us.