Negative marketing is an alternative way to motivate a person on your way when he didn't know that he is being changed by perception that you want..
I can explain this matter by a real life example. In my country (Bangladesh), there are some vehicles that has no meter for service charge or rent. The rent for riding on these vehicles is selected by burgaining.
Sometimes people like not to have consent by burgaining rather than just riding on it and after reaching the destination they would like to pay according to perception and consent of both.
Some grafters take the advantage of this unofficial culture. They ride on the vehicle amd at the destination, pay the drivers few. Drivers demands more and it turns to blow.
The poor drivers become victims as he is now in the grafters area. He could do nothing. Some people gather to watch eand enjoy this conflict and don't say their voices agains this injustice!
The most surprising matter is the gathering people usually support the grafters side! Because the keep a perspective attitude on their deep mind that on different times they are also rider of vehicles rather than driver. So they should support their own parties.
This is the ugly but most prominent format of racism when a person support the grafters even being informed about the injustice. They don't care about justice. They only care about the own side and superiority.
What is it then, that gives black people a situation to claim that their lives matter? Do you get any resemble to the grafter rider?
Yes, that's a drama. Though even some characters don't know even that they are the role of this drama. They are protesting against injustice. This is creating the white people's mind that prominent and ugly format of racism. They are feeling again that their skin and other things differ from blacks. They are feeling their nominal superiority.
Is it not a cleaver mind game before election. In some countries, the politicians play this mind game by nationality or religious perspectives. For example, in Indian subcontinent the politicians stimulate the hindu-muslim riot before election and get privileged by the public emotion.
So this is nothing but a political game. Mr. President have lost his certainty to be elected again due to his misuse of power, brain and voice. He had the last strategy and ultimate game to play to win. And he is playing..