Question

Topic: Advertising/PR

What Will You Do To Make The News Worldwide?

Posted by Anonymous on 5/10/2009 at 2:16 AM ET 250 Points
If you had to imagine a crazy scenario or stunt whit a budget of 10 000 to 25 000 to bring your product in the news worldwide to get millions of dollars in free publicity. What will you do?

You are welcome to imagine anything about any product.

(Ex: Jump in Parachute naked in a middle of a big final Soccer Game.)

We will see, if they are some original people in this Forum!

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RESPONSES

  • Posted by CarolBlaha on 5/10/2009 at 7:40 AM Accepted
    Is that what you want to be? 15 seconds of the Andy Warhol infamy, just a flash in the pan?

    25K won't cover the cost of flying naked over a soccer field (you just don't rent a plane and jump over a crowded stadium). And then of course bailing him out, both of your lawyers and fines.

    Its like those glowing signs put up on bridges in Boston I think-- that scared the city. It was so effective I can't even recall who it was. (some cartoon). They called it guerrilla marketing gone too far. And I was very glad to hear my teacher of GM interviewed, and with longer time on national TV -- put down such irresponsibility disguised as creative marketing.
  • Posted by Jay Hamilton-Roth on 5/10/2009 at 8:18 AM Accepted
    Carol's inability to remember the company that did the guerrilla stunt in Boston (https://www.seattlepi.com/local/302011_devices01.html) is the usual problem with stunts - people remember the activity but not the company. The money spent to achieve notoriety is wasted.

    Instead, why not do something remarkable with the money. Have a contest for people to get free tickets to a big Soccer game not based on anything random, but by nominating 3 people that make a difference in the community. At half-time, have each 3 people tell their story in 2 minutes. And give the remainder of the funds to these 3 for being local heroes. Now your company supports people that make a difference, and the "good guy" wins. And your message (since you'll have invited the local media to attend) will spread as a local human interest story gone right.
  • Posted on 5/10/2009 at 11:05 AM Author
    That is a great point. Is media Stunt a effective way of marketing.

    At as been use by many company and stars. Richard Brandson, Janet Jackson, Passion of the Christ, Green Peace, Golden Palace Casino.

    But we agree also the lack of originality that some time they have. The naked people in Stadium is certainly a bad example.

    I think mediatic Stunt are an art and just 1% of is Full Potential as been use up to now.

    Actually if someone here is interested to discuss about the subject whit an open mind, I will be more than happy of it. Only if your ready to laugh for the rest of the day.

    I think is about time to change the worldwide mood in the news about talking only about, Terrorist, Recession, and Swine Flu. (By the way, we have a very funny one on the subject of swine flu).

    It is not an easy question, because it ask a lot of brain storm.

    Another Thing. Let say your stunt bring 50 Millions visit in your web site for 25 000$. It mean your cost per visit will be 0.0005 cent each. Why Pay 0.10 minimum and more at Google. The same thing will cost you 5 million whit google.

    Let say you make one sell of 50$ per 1000. Meaning, your profit is in average 0.05$ cent each
    50 million time 0.05$= 2 500 000.00$

    I don't know about you. But 2.5 Million does not worth the break of the head a little bit.



  • Posted by Gail@PUBLISIDE on 5/10/2009 at 11:23 AM Accepted
    A stunt is good if it 1) attracts attention (duhh); 2) doesn't hurt anyone and 3) reminds the audience, preferably targeted, of how to find you not only immediately after the stunt but days and months thereafter.

    I'm all for stunts if they're safe, organized and creative. It's hard to grab one out from thin air if we don't know who we're trying to lure into our web.
  • Posted by SteveByrneMarketing on 5/10/2009 at 5:17 PM Accepted
    Mr. Bond,

    I agree with above posters that stunts can be an effective attention getter when there is a strategy involved and it's not just nude streaking or some other tacky thing that will actually "negatively brand" your ???.

    But in terms of a new stunt that will stand out, I would look to what's new in tech, media, fashion etc. and hook to the perceptions of media currency that already exist.

    A few years ago it might have been the unusual race using the Segway Personal Transporters, e.g. Replicating The Boston Marathon on Segways. (again it would require a highly relevant connection to what is being promoted)

    hope this helps,

    Steve



  • Posted by michael on 5/11/2009 at 11:18 AM Accepted
    Put $10,000 in cash at the top floor of Sears builing and another at the top of the Hancock.

    First one up gets the cash.

    The remaining $5000 split as donation to favorite charity of each winner.
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