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The Fyre Festival was an event held with expectations set too high. In 2017, Billy Mcfarland proposed a luxury festival with notable celebrities, musicians, eccentric food and housing. Organizers told Billy Mcfarland that the event would cost over 50 million, and not the 4 million that he expected. He went through with it anyways, renting an event space on his own. What happened after was a spectacular failure managed by Billy Mcfarland.

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The marketing of the Fyre Festival used the peripheral route by relying on influencers like Kendall Jenner and glossy promotional videos featuring yachts and supermodels. These cues appealed to emotions and the fear of missing out (FOMO), not critical thinking. Had consumers engaged via the central route and examined logistical feasibility or the lack of clear details, they may have avoided being scammed. However, the festival intentionally avoided providing actual information that could have triggered central route processing.

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The Latitude of Acceptance emphasized VIP access, private islands, and supermodel experiences aligned with the audience's aspirational self-image. The Latitude of Rejection had skeptical individuals rejecting the messaging outright.

Latitude of Noncommitment had Potential attendees who were undecided about the event could have been swayed by peer pressure or influencer endorsement, pushing them toward the latitude of acceptance.

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The extremes of the event prove the cognitive dissonance Billy Mcfarland experienced when making this event. To be told the reality of his event and going through with it anyways proves how disconnected Billy Mcfarland was in his attempt to get this event going.

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The festival exploited the credibility and influence of social media stars (e.g., Kendall Jenner, Bella Hadid) to make the event seem legitimate and aspirational. The campaign used emotional and aspirational appeals, showcasing a lifestyle of luxury and exclusivity that resonated with the target audience. The target demographic (wealthy millennials and Gen Zers) was highly susceptible to influencer marketing, aspirational imagery, and the allure of exclusive experiences.

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Billy Mcfarland worked hard to create a sham- a bunch of smoke and mirrors to make his event seem real. Using tactics like undisclosed advertising on social media and celebrity names to draw people in, he did more than inconvenience the people who attended.