Social media abounds with posts that poke fun at the much-discussed photo of Sophie Elise Isachsen (28) and another influencer.
The original photo was posted in a photo carousel on Isachsen’s Instagram. The image was quickly deleted, but several people still caught it. In the photo, Isachsen’s friend is holding a bag with what looks like a white powder in it.
The picture set the internet on fire. Now several major players are using the attention surrounding the controversial image for their own marketing.
Takes advantage of the chatter box
Among them we find the Slottsfjell festival.
The girls mimic the influencers in the original photo.
The accompanying text states that “Life becomes about a billion times more fun when you have a passport to Slottsfjell”, followed by a link where you can buy tickets.
They hope that the post can engage their followers.
– A festival is nothing without being relevant, they write to TV 2.
They also say that the post is not intended as advertising, but a regular post in their continuous dialogue with the public.
FESTIVAL PASS: The Slottsfjell Festival is one of several that use the controversy as a marketing ploy. Photo: Screenshot Instagram
Sund folk college has also fooled around with the picture. They want to get more people to apply to their school. The teachers have come up with wigs and women’s clothes to look like the influencers.
DRESSED UP: Healthy folk high school with a humorous twist on the influencer image. Photo: Screenshot Instagram
– The idea behind the picture is that we think there are more important things to devote one’s energy to than influencers who use their platform to focus on appearance and drugs, writes Sund Folkehøgskole to TV 2.
They say that their folk high school is a place where you get the opportunity to disconnect from this type of external input.
– That is what we want to highlight, they write.
– Joking a bit
Norway’s largest bank, DNB, is also among those who have “taken a Sophie Elise”. According to their latest SoMe post, “Life becomes about a billion times more fun when you finally get into the housing market.”
– What we have done is to poke fun at what quickly became an internet phenomenon, says DNB communications director Vibeke Hansen Lewin to TV 2.
MARKETING ON FACEBOOK: In the marketing for DNB’s new loan solution for young people, they make a clear reference to the controversial image. Photo: Screenshot Facebook
Lewin says it looks like people see the humor in it. But don’t hide the fact that there are also some who don’t find it funny.
Receives criticism: “Glad I’m not a customer here”
“Sad that Norway’s largest bank is joking about this”, “Is it possible to be so clueless? Dung bank!” and “Who is DnB trying to reach here? Glad I’m not a customer here #lettåbyttebank” are some of the negative comments during DNB’s advertising.
– I think that’s fine. When you use humor as a tool, it is clear that not everyone has the same sense of humor. We have to tolerate that someone experiences it differently and take it with us further.
MUST TAKE CRITICISM: Vibeke Hansen Levin understands that some people react negatively to DNB’s post. Photo: Stig B. Fiksdal / DNB
Posten is intended as a creative entrance to market the bank’s newest solution for young people who want to enter the housing market, says Lewin.
– It coincided in time with the fact that this picture of Sophie Elise has become a big talking point. We thought it could be a fun entry. We messed around with it a bit.
An internet phenomenon
Comedian Jon Niklas Rønning uses TikTok to post videos in which he plays the guitar and sings self-written songs with humorous lyrics.
Together with Trond Hanssen, he has now written a new one, called “Influencer crisis-vise”. According to the caption on TikTok, it’s a show “about the incident, the media circus and what was actually in the famous photo. »
@jonniklasronning NEW SONG: It’s blowing around Sophie Elise who deleted a controversial party photo. Here’s an up-to-date “Influenza crisis-wise” about the incident, the media circus and what was actually in the famous photo. Written by Trond Hanssen and me.
Turner and TikToker Niklas Marton Syverhuset has also made his own twist on the internet phenomenon. Here he is covered in magnesium, which is usually used to get a better grip on the gymnastic apparatus.
SIMILAR CAPTION: National team player Niklas Marton Syverhuset posted a photo with the same caption as Sophie Elise Isachsen had on her Instagram post. Photo: Screenshot Instagram
Syverhuset is known for having made the slightly special training exercise “active plank” famous.
Here comes Syverhuset with a challenge to the Good evening Norway presenters:
One of the latest to spin on the controversy is artist Daniel Kvammen.
VESTLAND: Daniel Kvammen takes a jab at the influencer in his latest Instagram post. Photo: Screenshot Instagram
Much talked about
The image has received and receives a lot of attention. It has been debated whether the publication of the original image was accidental or not.
Earlier this week, Dag Inge Fjeld, who is a reputation expert and university lecturer at Kristiania University College, said that this was a familiar pattern.
– It is quite obvious that she is PR competent and very skilled in media dramaturgy. A known pattern is that she does things, withdraws them, but knows that people will spin on it, he said.
IMPRESSED: Dag Inge Fjeld agrees that Sophie Elise Isachsen is a bad role model for young people, but is impressed by her PR strategy. Photo: Erik Edland / TV 2
Since Sunday, TV 2 has made a number of attempts to get in touch with Sophie Elise, but she has not answered our inquiries.
