Organizing events is a complex process that connects different branches and industries. In modern times an important part of this activity is the construction and promotion of identity on social networks. Among the many music festivals, Fyre Festival stood out as a unique case. It’s the idea that came to life thanks to a carefully designed promotional campaign and an attractive virtual identity, but due to the absence of other important segments of event organization and the absence of a crisis plan, it never took place. His destiny is an example of the power of a good marketing strategy, but also proof that it is necessary to be prepared for a possible crisis. After creating an identity on social media with the help of mega influencers and celebrities, marketing was the only successful segment of the event, while everything else indicated that the festival would not be able to take place as the organizers envisioned. A team of two hundred people worked day and night to build the basic infrastructure until the day of the event, but the organizers were not honest with the visitors, censoring any criticism, expressions of concern, or negative comments. In the end, the event did not take place due to a lack of time and money to realize the idea. Social networks ended the image of the Fyre Festival, which was built that way in the first place.