In a clever move to divert attention from a scandal involving its former CEO, Astronomer has released a playful promotional video featuring actress Gwyneth Paltrow as a temporary spokesperson. This decision comes after Astronomer's CEO and chief people officer both resigned following a public display of affection caught on camera during a Coldplay concert.
The 60-second clip, shared via Astronomer's social media channels, features Paltrow – who was previously married to Coldplay's frontman Chris Martin – responding to the most common inquiries the company has received since the incident. The first question, humorously captioned, reads "OMG! What the actual f," to which Paltrow acknowledges the company’s prowess in data workflow automation with enthusiasm.
In addition to addressing public curiosity about Astronomer’s operations, Paltrow humorously notes an upcoming conference, highlighting that there are still spaces available, effectively steering the conversation back to the company’s core business. The video has since garnered over 27 million views.
Jordan Greenaway, a PR expert, acknowledges that this strategy is a smart way to regain control of the narrative surrounding the company, particularly since the scandal does not undermine the integrity of Astronomer's products. He points out that there is a fine line in crisis management involving humor, but in this case, it is fitting considering the nature of the situation.
While Greenaway believes that the company might emerge from this scandal relatively unscathed, he emphasizes that the story’s focus shifts more onto the reputation of former CEO Andy Byron, who found himself the center of unwanted attention after being involved in the incident. Byron had held the CEO position for two years when he and Kristin Cabot were displayed on the venue's jumbotron sharing an intimate moment during the performance.
Following the scandal, Pete DeJoy, Co-founder and Chief Product Officer, has been appointed as the interim CEO, bringing a fresh perspective to the brand while navigating this unexpected media spotlight. Despite the challenging circumstances, he remarked on LinkedIn how unusual the attention has been, noting that Astronomer is now recognized widely, albeit for the wrong reasons.
In the wake of the incident, the company released an earlier statement reaffirming its commitment to corporate values and announced a formal investigation into the matter. Coldplay's iconic frontman addressed the moment during the concert, speculating humorously on the nature of that moment between Byron and Cabot.
As the public continues to buzz about the viral moment, the impact on Coldplay and Martin remains neutral, according to experts, with the focus solely on the now-infamous "Kiss Cam" incident overshadowing everything else.
The 60-second clip, shared via Astronomer's social media channels, features Paltrow – who was previously married to Coldplay's frontman Chris Martin – responding to the most common inquiries the company has received since the incident. The first question, humorously captioned, reads "OMG! What the actual f," to which Paltrow acknowledges the company’s prowess in data workflow automation with enthusiasm.
In addition to addressing public curiosity about Astronomer’s operations, Paltrow humorously notes an upcoming conference, highlighting that there are still spaces available, effectively steering the conversation back to the company’s core business. The video has since garnered over 27 million views.
Jordan Greenaway, a PR expert, acknowledges that this strategy is a smart way to regain control of the narrative surrounding the company, particularly since the scandal does not undermine the integrity of Astronomer's products. He points out that there is a fine line in crisis management involving humor, but in this case, it is fitting considering the nature of the situation.
While Greenaway believes that the company might emerge from this scandal relatively unscathed, he emphasizes that the story’s focus shifts more onto the reputation of former CEO Andy Byron, who found himself the center of unwanted attention after being involved in the incident. Byron had held the CEO position for two years when he and Kristin Cabot were displayed on the venue's jumbotron sharing an intimate moment during the performance.
Following the scandal, Pete DeJoy, Co-founder and Chief Product Officer, has been appointed as the interim CEO, bringing a fresh perspective to the brand while navigating this unexpected media spotlight. Despite the challenging circumstances, he remarked on LinkedIn how unusual the attention has been, noting that Astronomer is now recognized widely, albeit for the wrong reasons.
In the wake of the incident, the company released an earlier statement reaffirming its commitment to corporate values and announced a formal investigation into the matter. Coldplay's iconic frontman addressed the moment during the concert, speculating humorously on the nature of that moment between Byron and Cabot.
As the public continues to buzz about the viral moment, the impact on Coldplay and Martin remains neutral, according to experts, with the focus solely on the now-infamous "Kiss Cam" incident overshadowing everything else.
