Was an influencer's Instagram proposal a ploy to go viral?

Many are left wondering if Gabriel Grossman's surprise wedding proposal to his influencer girlfriend, Marissa Casey Fuchs, was real or fake.
3:18 | 06/24/19

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Transcript for Was an influencer's Instagram proposal a ploy to go viral?
Now to that influencer couple's engage many going viral on Instagram. The elaborate propose that spanned multiple countries over multiple days has many people wondering if the surprise is really just a stunt and, Amy, you have more. Yes, a lot of people wondering that. The popular fashion influencer took her nearly 200,000 followers along the extravagant 72-hour engagement journey traveling around the globe and as the hunt for love unfolded, so did the shoutouts to numerous brands, many to wonder if the whole thing was just staged. It had all the makings of a fairy tale proposal. The sobbing, the dancing, the bended knee, a chateau in France. Gab braille Grossman a vp at Morgan Stanley popping the question to his longtime girlfriend the director of brand partnerships at goop, Marissa Fuchs, the fashion ambitionist capping a three-day-long scavenger hunt that took her from New York City to the Hamptons to Miami and Paris but the proposal started to generate skepticism when a highly produced advertising pitch was leaked that showed how Grossman may have been hoping to score some responsible scoreships for the romantic moment. Brian Peterson is an advertising executive who saw the deck. Her friends and fiance, they put together a professional deck that had all the details. A hashtag in there. She knew a deck existed but I don't think we'll know for sure. Reporter: Grossman had been offering the impending engagement to marketers at various brands and agencies but claims his bride-to-be never knew about it. They both maintained the proposal was a surprise for her. Fuchs tells "The New York Times" I was completely and utterly in shock. I was so mind blown that this was happening. Grossman told "The New York Times" he paid a little under $50,000 himself on dinners, hotels and flights but did end up scoring handouts from fly whee, glamsquad and a discount on skrul jewelry from jade trau. He paid $4,000 for the pieces but would have been retailed $10,000 or $12,000. As the space is getting more competitive the influencers need to be more personal and do things to reach audiences in a way they wouldn't think of before. Reporter: The couple's story showing how influencers continue to push the envelope in a world where personal or intimate moments can become opportunities to try to monetize. Did she know or did she not and that is what brans are really coping with today, they're trying to make sure they're still awe then tick. Now this epic scavenger hunt ended with a wedding ceremony in Paris with Marisa's grandmother's emerald cut diamond ring. None of the couple's post also using the hashtags ad or responsible showed. Goop said it was only associated with the bride's personal brand and was entirely separate from goop. I'm exhausted after this story. If it is Ang ad you do have to disclose it. Exactly. And authenticity is what people are looking for in these days. All right. Who know. We might never know. Make your own decision on that one.

This transcript has been automatically generated and may not be 100% accurate.

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