Air hired a CMO named Eric Tota at noon. He resigned by 6 PM. The whole thing was a mockumentary. The "resignation" introduced Air's new AI agent for creative tasks. On LinkedIn: 180 likes. On Instagram: 10,000+. Most people called that a LinkedIn flop. I'd push back. LinkedIn was where the stunt happened. Not where it spread. The like count undersells the views, and the views don't include everyone who saw it in their feed and said nothing. More importantly: the entire marketing industry spent a day talking about Air. That's not a failure. That's the point. The critique isn't the stunt. It's the platform split. If you design a LinkedIn moment that only works on Instagram, you've either picked the wrong platform or the wrong format. The smarter version: a LinkedIn-native stunt that travels. The fake hire worked. The medium didn't match the message. Would you have done the same stunt differently? #B2BMarketing #BrandStrategy