Abstract
The expression fake news, which means, in English, “fake news”, gained shape worldwide, from 2016, during the North American presidential race, when the supporters of then candidate Donald Trump, projected, through social networks, several untrue messages about his opponent, Hillary Clinton. However, the use of fake news has always existed, and now the controversial tool that turns opinion into reality has been exploited by digital marketing. This is a great idea for brands to generate more impact in the online environment, go viral and bring positive numbers of engagement for their products. In this context, this article aims to point out that the applicability of fake news, in this new scenario, does have a potential reach. The present study was possible from the monitoring of two cases of artistic brands (Claudia Leitte and Roupa Nova), in the periods in which they carried out “prank” campaigns on social networks.
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