Obama and the Kardashians are among 300 unwitting influencers in BETC campaign

A French company selling refurbished smart phones is going to have to make a lot of noise to get noticed in the US, so BETC enlisted influencers including Barack Obama, Donald Trump, Ed Sheeran, 50 Cent, Emma Watson and most of the Kardashians to help Back Market get noticed.

Or rather the agency hijacked more than 300 celebrity and influencer tweets for their client, Back Market.

Delving back into their Twitter feeds, they found Donald Trump dreaming of a bigger iPhone screen in 2013, Kylie Jenner saying she can’t wait for the iPhone 5 back in 2012, and Kim Kardashian enthusing about her Blackberry.

They then refurbished the old tweets by replying to them with offers from Back Market and sending them the phones they were coveting in years gone by.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.