Dwayne Johnson's $11 Million Instagram Deal With The US Army Backfires

Dwayne 'The Rock' Johnson, the wrestling legend turned Hollywood superstar, recently found himself in hot water over an Instagram deal with the US Army. The deal, worth a staggering $11 million, was intended to boost military recruitment efforts. However, according to a report, it seems to have done more harm than good.

Teaming up with the United Football League (UFL), Johnson was tasked with promoting Army recruitment to his massive Instagram following of 396 million. The plan was simple: five posts in exchange for a hefty $6 million. Yet, only two posts were made, leaving the Army short-changed and unimpressed.

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An Army spokesperson told Military.com, "It’s unfortunate he was pulled away at a time when we expected him to be present with us to create content for his social media channels. But we’re working with the UFL to rebalance the contract. The Rock remains a good partner to the Army."

Despite these reassurances, the Army is now seeking to recoup its money, claiming Johnson didn’t fulfil his contractual obligations. Each post was reportedly worth $1 million, making the missing three posts a costly oversight.

Fortune reported that the Army is still evaluating the overall impact of the partnership. "We won’t have a clear view of the results of the partnership or impacts to the Army’s financial investment until all marketing elements are complete," an Army spokesperson stated. The primary aim was to increase awareness and engage a broader audience about Army opportunities.

Megan Sweeney, a former senior adviser for communications at the US Department of Defence, pointed out a significant miscalculation. "While the Army may have thought they were getting The Rock, they were instead primarily getting a partnership with a minor football league. The Rock is an investor in the UFL, but it’s not like he’s on the sidelines of every game. As a result, the Army seems to have paid Hollywood-level sponsorship money for minor-league exposure."

Sweeney also noted that the Army did not receive the promised level of social media exposure from The Rock’s team. This lapse could harm Johnson's reputation as a reliable brand ambassador unless he provides further explanation.

Jenn Szekely, president of global branding and design consultancy Coley Porter Bell, added, "Some of the problems here seem to be contractual rather than tactical. If [Johnson] hasn’t delivered what was promised, that’s a failing of the deal, not the brand proposition. It’s not just about signing a name, it’s about execution."