“Behind the scenes” and the marketing of celebrity PSAs

Just the other day, I saw a link on Buzzfeed, “Christina Aguilera Is The New Face Of World Hunger Relief,” which embedded a lengthy “behind-the-scenes” featurette for a PSA slated to be released “this fall”

That’s odd, I thought to myself. What is usually considered “bonus content” on YouTube is now only upstaging the PSA itself in trying to create advance buzz for the campaign. I bookmarked it, to add to the post I may eventually write if the actual ad is noteworthy.

Then just today, I saw another example of this phenomenon. Huffington Post showed up in my feed with the unsubtle headline, “Demi Lovato Shows Some Serious Cleavage In New Voto Latino PSA (VIDEO).”

What followed was six-and-a-half minutes of the 19-year-old Mexican-American singer prancing around in tight clothing in front of an mostly-male crew (including actor-director Wilmer Valderrama). It’s pretty boring, despite Ms. Lovato’s charms, and it doesn’t seem to do anything to promote Voto Latino‘s message of increasing Hispanic Americans’ voting turnout.

It’s an attention-getting tactic, and will perhaps lead to more buzz for the campaign. But I suspect it will do more for the actress’ notoriety than it ever can for the cause.

See the video after the break.

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