stunt (n.)“feat to attract attention,” 1878, Amer.Eng. college sports slang, of uncertain origin. Speculated to be a variant of colloq. stump “dare, challenge” (1871)
A PR stunt is a daring or challenging feat to attract media attention. Pioneered by the likes of PT Barnum and mastered by folks like Richard Branson, the stunt has become a tool to generate publicity [lots of it].
So what can we learn from the the 12 most outrageous stunts? Let’s have a look:
1. Frozen Grand Central
The group ‘Improv Everywhere’ masterminded this stunt in Grand Central Terminal. It inspired a number of ‘flash mobs’ in its wake. 28+ million YouTube views later:
Lesson: The 3 keys to a great stunt: location, location, location. Improv leverages Grand Central Terminal, an iconic commuter hub in the media capital of the world.
2. British Airways can’t get it up!
In the words of Richard Branson:
“We have fun competing, and we sometimes do it with a smile. When British Airways managed to sponsor the London Eye, the giant Ferris wheel on the banks of the Thames, they called a massive press conference. There was just one problem: They couldn’t get the wheel up; it was lying on the ground.
So we scrambled and got an airship [blimp], and as the wheel lay on the ground with the press watching—they had been kept waiting for seven hours—the airship flew over the wheel with a huge sign saying “BA can’t get it up.” This is the stuff that makes people smile. It is done in a tongue-in-cheek way, but it is very much part of the Virgin brand. It is this kind of fun-spirited competition that helps build a brand.
Lesson: Timing is everything. Speed trumps genius and opportunity favors the bold.
The WWF placed 1,600 papier mache panda bears in front of the Eiffel Tower. The number represented the number of pandas alive in the world and drew attention to the issues about their native environment in China.
Queensland Tourism took out a bunch of classifieds advertising ‘the greatest job in the world’.
According to Tourism Queensland, “To date it’s generated more than $70 million in publicity value through TV, radio and newspaper coverage, as well as special online discussion groups, bulletin boards, blogs and websites with applicants critiquing their competition, having detailed discussions and swapping ideas and tips.”
Lesson: Make it social and let consumers spread the word
6. Face from Space
How do launch a new logo for KFC in a way that transcends language? You build the world’s largest logo near Area 51 in Nevada. You then shoot it with the Google Earth satellite. This program generated over 600 million global media impressions.
Here is the timelapse of the build: [Watch the end of the video for an almost cautionary tale involving filming with a helicopter]
[Disclaimer: This was a project I was personally worked on at Synergy Events]
Lesson: Create a strong visual to transcend language
7. Taco Bell buys the Liberty Bell
Playing an April Fools prank in 1996, Taco Bell took out a full page in The New York Times and five other major newspapers, resulted in public outrage and hordes of press.
The ad read:
“In an effort to help the national debt, Taco Bell is pleased to announce that we have agreed to purchase the Liberty Bell, one of our country’s most historic treasures…”
All in good fun. Right?
Lesson: Play off of a holiday in a tongue and cheek way.
8. Michael Jackson and HIStory on the Thames
Sony created a 33 foot tall Michael and floated it under Tower Bridge in London. It was one of 10 statues placed around Europe to launch the late King of Pop’s Double CD HIStory.
Lesson: Build it ‘larger than life’ and they will cover it.
9. Jerry Seinfeld and the launch of Bee Movie
Head to the biggest film festival and create history by launching yourself from a famous hotel, across four lanes of traffic and the beach to land on a pier. Seinfeld did the flying with Chris Rock emceeing the action:
Lesson: Leverage a celebrity for a built in media hook. Making a grand entrance or reveal is essential.
10. Oprah and the G6
Every member of the audience (276 to be exact) receives a new car courtesy of Pontiac.
Lesson: Go over the top with a clever ‘Branded Act of Kindness’
11. Whopper Freakout
What happens when you take an American Icon off the menu for one day? Roll video:
Lesson: People don’t know what they’ve got . . . till its gone.
12. How to launch the name of your new company?
The folks at GRASSHOPPER sent 5,000 FedEx packages containing a total of 25,000 chocolate covered grasshoppers to the most influential people in America.
Lesson: The road to mainstream media can be driven through online influencers
Any other PR stunts that deserve an honorable mention in the comments?
Stan Phelps is Chief Solutions Officer at Synergy Events. Synergy is an award winning experiential marketing agency specializing in the creation of signature brand experiences. He believes the longest and hardest nine inches in marketing is the journey from the brain to the heart of your customer. He blogs at Marketing Lagniappe and is currently writing his first book, 'What's Your Purple Goldfish?'.
My name is Chris Kooluris. I'm the PR Flak behind the Dr Pepper Guns N' Roses campaign. Thanks for the great round up Stan. It's a great honor to sit alongside such terrific work. The ultimate lesson I learned is that marketing can change the world if it really wants to, but so many brands only want to talk about themselves, and the only change they want to see is an increase in market share. I've always believed that the best way to get there is to find a way to emotionally connect with consumers and "DO" something they can and will never forget. Essentially, create an unforgettable narrative. And a great narrative has characters who are larger than life (Axl Rose) and they do things nobody thought they would ever do (come out and support the promotion and thank Dr Pepper, and in the end, release an album nobody ever thought would come out)...Still shocked no brand has made an offer to get Dr Dre to release detox. Think of the millions spent on marketing trying to reach urban youth...do that, and everyone will know and talk about you...That one is free kids, next one I charge. I'm over at JWT now with my team that did GNR...In between court dates, we'd love to chat :) email@example.com
@9INCHmarketing Very entertaining post and creative campaigns....but speaking from a PR point of view..common denominator is the necessity of a huge, crazy budget to launch these extravaganzas..full page ad in the NY times...sheesh! : )
Absolutely loved this post, Stan @9INCHmarketing . Not just the content, but really enjoyed the "interactive" nature. When you can have fun while you learn something new... that makes for an exceptionally good read!
Wow, what a great post to read while I munch on lunch!! I had never heard of any of these, although Richard Brandon is full of these stunt type ideas. He is willing, as he says, to do pretty much anything.
The interesting thing about these big PR stunts is that if they are too silly, it can actually, I think, become hard for people to take you seriously. Heading back to Richard Branson, because he is so over the top and goofy, I think some people don't really realize what an amazing business mind he has.
A lot of food for thought here. But why didn't I get a grasshopper? :D
@DixieLil@9INCHmarketing Having a huge budget is not a prerequisite (but I'd be lying if I said it doesn't help). Frozen Grand Central above used volunteers and a bunch of handheld cameras. You can scale almost any idea.
@YouTernMark@9INCHmarketing Thanks Mark. I'm a big believer in visuals. If a picture is worth a thousand words, that means a one minute video (at 24 frames per second) is worth more than a million. No wonder why YouTube is the second largest search engine in the world.