Word of mouth is the aim of any lăng xê stunt, with many big brands using the approach as an alternative to expensive digital ads và large-scale marketing campaigns.
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With this in mind, here’s a run-down of some of the best (và forgotten-about) stunts in recent years, as well as analysis on why they work.
1. NowTV’s giant sexy statue of Jeff Goldblum
What better way lớn celebrate the 25th anniversary of Jurassic World? Erect a giant statue of a sexily posing Jeff Goldblum directly in front of Tower Bridge, that’s how.
This stunt was the brainchild of Now TV, which aimed to capitalise on excitement surrounding the new Jurassic World 2 in summer 2018. According khổng lồ reports, the statue weighed 331 pounds, was over 9.8 feet high, and nearly 23 feet long.
While tonnes of visitors flocked lớn see the statue in all its (unbuttoned) glory, NowTV ensured maximum buzz and interest by only leaving it there for a super-short period of time.
To celebrate the 25th anniversary of JURASSIC PARK"s premiere in the U.K., streaming service
NOWTV unveiled a statue of Jeff Goldblum in London"s Potters Field. pic.twitter.com/hTFNKURMZM
— Dave Quinn (
NineDaves) July 18, 2018
2. Carlsberg’s ‘best poster in the world’
Carlsberg has a history of creating cool and clever sale campaigns. Its response to Protein World’s controversial ‘Beach Body Ready’ chiến dịch – which asked consumers if they were ‘beer toàn thân ready’ – is definitely worth a mention.
However, it is the stunts based on Carlsberg’s ‘probably the best…’ biểu ngữ which tkết thúc khổng lồ be most effective sầu.
In năm ngoái, it unveiled the ‘best poster in the world’ in London’s Brick Lane – a billboard that dispensed không tính phí beer. It was an incredibly simple concept, but perfectly on-br&. Unsurprisingly, the stunt generated a lot of interest on social, with #probablythebest generating over 3m Twitter impressions in just one day.
Very clever MT
CarlsbergUK: Just a normal poster right? Surprise! #ProbablyTheBest #Shoreditch pic.twitter.com/zxiSJdP7tg
— Ben Trounson (
btrounson) April 21, 2015
3. Deliveroo’s homage lớn the Friends meat trifle
In celebration of the 14th anniversary of the final episode of Friends in 2018, which originally aired May 6th2004, Deliveroo decided khổng lồ pay homage khổng lồ one of the show’s most infamous meals.
No, not Joey’s ‘two pizzas’ or even a Central Perk muffin, but Rachel’s glorious meat trifle.
Combining lady fingers, jam, custard, raspberries, beef sautéed with peas và onion, bananas và whipped cream – the concoction (costing £6) was available lớn order through Deliveroo’s ‘Regina Philange’ pop-up shop for a limited time.
While fans were naturally dubious about the trifle’s taste, reports suggest that it was surprisingly good. Then again, I guess it wouldn’t have been much of a publicity win for Deliveroo if it actually tasted like feet.
"What"s not to lớn like? Custard, good. Jam, good. Meat, GOOD!" #friendshttps://t.co/JVgmlwlZhW
— Deliveroo (
Deliveroo) May 3, 2018
4. Warner Leisure Hotels’ anti-age gin
Some PR stunts are deliberately designed lớn get picked up by journalists looking for a quiông chồng và easy ‘news’ story.
When it teamed up with Bompas và Parr to lớn create the world’s first ‘anti-ageing gin’ in năm 2016, Warner Leisure Hotels knew it could guarantee a headline or two.
Dubbed ‘Anti-aGin’, the tipple’s ingredients include collagen và a variety of antioxidants & ‘skin-healing’ botanicals lớn help ‘reduce cellulite and sun damage’.
While there’s no real evidence that the gin actually has any real benefits, the stunt certainly garnered attention for Warner Leisure Hotels (and undoubtedly a few sales of the sản phẩm in its UK khách sạn bars). A good example of a br& generating buzz from something outside the realms of its core hàng hóa offering.
How lớn choose a B2B truyền bá agency
5. Cadbury’s Crème Egg café
Are pop-ups PR stunts or examples of experiential marketing? While it can be difficult to lớn differentiate betwen the two categories, more often than not – a brvà sự kiện can be both.
Cadbury’s crème egg café is case in point, with the pop-up giving consumers a sensory experience as well as creating a splash in the truyền thông media.
First launched in 2016, and running from January lớn March, the Soho café was made up of three floors of chocolatey heaven, including a ball pit & a thực đơn of crème egg soldiers, toasties & cake.
The fact that the pop-up returned in 2017 & 2018 means it’s more than just a stunt. Cadbury seems to have sầu stumbled on something that’s far too good not to repeat.
6. Ghostbuster’s marshmallow man at Waterloo Station
Another PR/experiential hybrid, which I first wrote about in July of năm 2016.
Launched just in time for the release of the Ghostbusters movie, it involved a giant version of the Marshmallow Man greeting commuters in London’s Waterloo station.
One of the most ‘Instagram-worthy’ stunts in this danh mục due khổng lồ sheer form size and scale, it was widely documented by passers-by.
As well as capitalising on the nostalgia of the character itself, the creative sầu spectacle also meant that anyone who saw it (or heard of it) would be likely to appreciate it – instead of just movie lovers or hardcore Ghostbusters fans.
7. Diesel’s knoông xã off store (that was actually real)
In early 2018, a store appeared on New York’s Canal Street called ‘Deisel’, seemingly selling counterfeit goods from the fashion br&, Diesel.
However, unbeknown lớn visitors, the store was actually mix up by the real brvà as part of a PR stunt and marketing opportunity. The clothes turned out to be 100% authentic, và not just standard Diesel items, either, but one-of-a-kind pieces created especially for the stunt (which will undoubtedly become collectors’ items in future).
Cheông chồng out the shoppers’ amusing reactions in the Clip below.
8. Domino’s tweet for pizza
Not all PR stunts create a positive splash either. Domino’s has seen its fair nội dung of fails in the past, including one that involved reindeer delivering pizza (which ended up going terribly awry).
The br& has seen success with other attempts, however, especially relating to lớn social truyền thông. In năm ngoái, it announced that US customers would be able to lớn order their pizza by tweeting the corresponding emoji, describing as the ‘epitome of convenience’. Of course, the process is not quite as seamless as it sounds, requiring customers khổng lồ register online first & add their pizza preferences.
Now you can order Domino"s by tweeting ????. Find out how at http://t.co/Rwt1tJUmXShttps://t.co/Cs5f3JJyni
— Domino"s Pizza (
dominos) May trăng tròn, 2015
Here on the blog, we questioned whether or not it was a PR stunt or the future of social. The fact that it hasn’t really cottoned on but is included in this list might answer that question.
How digital helped Domino’s overtake Pizza Hut
9. ASB và the ball dogs
Anything involving dogs is always a winner. ASB Bank, sponsors of the Auckland xuất hiện, proved this when it used dogs instead of human ball boys in năm ngoái.
To promote the ASB Classic tournament, the New Zeal& bank used three dogs, named Osoto, Ted, và Super Teddy, to lớn fetch the balls in a match between Venus Williams and Svetlamãng cầu Kuznetsova.
Surprisingly, the lăng xê stunt went very smoothly, with the dogs doing a stellar job và winning a few fans in the process.
Of course, the reason it worked is because the dogs behaved themselves. I’m not sure I’d be mentioning this example if the dogs mirrored the behaviour of those Domino’s reindeers… proving that good lăng xê sometimes involves more than a little bit of luông xã.
10. Jackpotjoy and a giant rubber duck
“Blow it up and float it down the Thames” has become one of the biggest quảng bá clichés in recent years, mainly thanks to an endless stream of brands ranging from eBay to lớn Airbnb partaking in the activity.
Is it lazy? Too predictable? Probably. But the main aim of a quảng cáo stunt is lớn make an impact on passing consumers – & this tactic can be undeniably effective sầu.
One of the best examples is Jackpotjoy.com sending a giant rubber duông xã down the river in 2012. It was done khổng lồ celebrate the launch of Facebook FUNdation – an initiative sầu to lớn reward people who bởi vì silly things khổng lồ make people happy. And what’s dafter than a giant rubber ducky on the Thames?
By doing something so ridiculous, Jackpotjoy successfully demonstrated what it was promoting (và captured the attention of baffled passers-by in the process). This makes the stunt far more memorable than ones from brands that have merely jumped on the trover.
11. Sky Atlantic’s polar bear on the tube
Onlớn another animal sighting in London – this time a polar bear on the tube.
In 2015, Sky Atlantic created an 8-foot animated creature to lớn promote its new crime drama, Fortitude, which it then unleashed on the underground, in London parks, and near landmarks. To make it look as realistic as possible, the brvà also used actors from the West End show, Warhorse, to lớn operate the polar bear.
The main reason it was so effective was the unexpected nature of the stunt, building on the contrast between such an urban setting và an animal synonymous with nature.
It also nicely phối up the concept of Fortitude itself, with Sky Atlantic introducing the public to one of the show’s central ‘characters’, so lớn speak.
12. Paddy Power and Juan Direction
Paddy Power is another brvà that’s well-known for quảng bá stunts. One of its most off-the-wall was the time it sent a mariabỏ ra b& to lớn serenade Donald Trump as he arrived in Glasgow in 2016.
Um, why, you might ask? It was merely in response khổng lồ Trump’s promise to lớn build a wall between Mexiteo and the US – one he made during his presidential chiến dịch.
While it sounds like a completely random stunt, it was in fact related lớn Paddy Power nguồn taking bets on political results. See a recent example below…
What was Trump trying lớn say before he fell asleep on his keyboard? #covfefe https://t.co/9swe6O401j pic.twitter.com/2i1hl7YCZo
— Paddy Power nguồn (
paddypower) May 31, 2017
This is a great example of a brand capitalising on timely & real-time events to drive sầu kinh doanh or PR campaigns. Stunts like this come with the danger of controversy, of course, but with Paddy Power successfully building up legions of fans due khổng lồ its bold và brash humour – it was met with appreciation.
Paddy Power nguồn sent a Mexican mariabỏ ra band called Juan Direction lớn meet Trump off the plane this morning. Oh my days. pic.twitter.com/3Bb9wIM9rk
— Rachel Coburn (
rachelcoburn_) June 24, 2016
13. Epson’s ‘swimming in ink’ stunt
Now to lớn a truyền bá stunt that quite literally made a splash. In năm 2016, Epson, the printer manufacturer, teamed up with sportswear company, Triflare, for a one-off sự kiện in New York’s Times Square.
It involved members of the US synchronised swlặng team performing in a 17,000-gallon multi-coloured tank, with all performances being broadcast live on giant LED screens.
The sự kiện was mainly for the purpose of promoting Epson’s range of Ecotank printers, however, it also provided a nice marketing opportunity for Triflare, who created special swimsuits printed with Epson’s dye-sublimation transfer printing công nghệ.
With Triflare being the official sponsor of the US synchro team, it was a natural collaboration, but one that ended up mutually benefiting both brands.
14. Tate và Lyle’s edible hotel
Lastly, Tate và Lyle’s quảng cáo stunt is one that captured the true essence of the brvà.
In 2013, it built the Cake Hotel in Soho – a three-floor temporary pop-up filled with edible art. Created to lớn promote the brand’s new range of sugars, it involved walls being clad with 2,000 macaroons, a rug of 1,081 meringues, 20kilogam of marshmallow garlands, fudge-topped windowsills, & a bath full of caramel-coated popcorn.
Visitors invited khổng lồ the one-night only event were encouraged khổng lồ literally eat their way around the hotel.
Tate & Lyle"s #PublicRelations stunt- one night #cake khách sạn with edible art across three floors & eight rooms. yummy. pic.twitter.com/Ee8vuvl3PR
— himãng cầu bhatti (
hina_bhatti) August 17, 2015
This example raises the question – is it worth putting in months of planning & painstaking effort for just a single event? Perhaps Tate và Lyle’s stunt proves that the greater the effort, the greater the reward.
With nation-wide truyền thông coverage, social truyền thông buzz – & a lot of happy visitors – it generated enough positive brvà sentiment lớn last long after the sugar crash.