“Internally, the company was in serious panic mode.”
, a San Mateo Calif.-based firm that pairs social-media influencers with major consumer brands, is the outfit that introduced Anheuser-Busch to the 26-year-old transgender actress — resulting in a viral TikTok video that has since become a textbook case of marketing gone wrong, sources close to the situation said.
It couldn’t immediately be learned whether Captiv8 — which claims to have a database of more than 1 million influencers on YouTube, TikTok, Instagram and Twitter — was also responsible for the now-infamous Bud Light beer can that bore Mulvaney’s image. It also wasn’t clear whether Captiv8 played a direct role in producing Mulvaney’s TikTok video.
A two-minute video on Captiv8’s website depicts a tour of a swanky office where influencers like Zion Clark, an athlete who was born without legs, is seen pumping iron and Olivia Sui, a Chinese-American actress, tells viewers that there are over “30 million creators” on Captiv8’s marketplace to “discover.”
Bud Light parent Anheuser-Busch InBev, which also didn’t respond to requests for comment, has been tight-lipped on the origins of the ill-fated Mulvaney campaign. The company placed two executives — — on leave in April.
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