Publicity stunts are often seen as excellent ways to receive a higher return on investment for advertising efforts. Due to the number of publicity stunts that have gone “viral,” they are seen as a way to generate a significant level of earned media, or essentially free publicity. When done well, publicity stunts have the ability to generate attention from everyday people, especially those within the intended target audience. In today’s day and age, it is difficult to find someone who does not have a cell phone with video and camera capabilities. Most people will also gladly document and share something with their family, friends, and social media. That is, if they encounter something deemed “worth” sharing.
It can be difficult to determine what publicity stunt ideas will catch on with a greater part of the population, however there are several ideas that can be helpful during the brainstorming process. Here are four ideas that may be helpful in pulling off the most successful publicity stunt yet!
- Do something outrageous and unorthodox.
In 2007, Lifelock’s CEO, Todd Davis, listed his real social security number in a series of advertisements, billboards, and on TV commercials. He was so sure of the ability of this product, that he took this risk to gain publicity. Unfortunately, his identity was stolen roughly 13 times, however, the amount of media attention the company received at this time far exceeded the amount stolen. While this may not have been the best approach or idea for an outrageous publicity stunt, it did succeed in generating mass media attention.
2. Attach your stunt to a big event.
The Cleveland Browns infamously underwent a 2-year game winning drought that finally came to a close in September 2018. However, before the Browns secured their drought-ending victory against the New York Jets, Bud Light installed what they called “Victory Fridges” full of free Bud Light beers in bars throughout Cleveland. These fridges, however, did not open until the Browns secured this victory in 2018.
3. Break a world record.
When Jaguar released their first ever midsize SUV, they opted to break the Guinness World Record for fastest barrel role by a vehicle. They were able to capture the attention of masses and showcase their newest, and clearly capable, vehicle edition. The media loves the thought of danger, and this event naturally increased overall consumer interest in Jaguar’s new SUV model.
4. Just go BIG.
In order to inevitably attract media attention, one can opt to create something so large and noticeable that it is impossible to ignore. If a stunt is so “in your fact” people will not help but share it and it will inevitably generate media attention. In 1995, following the release of Michael Jackson’s album “HIStory: Past, Present, and Future, Book 1,” Sony created nine 32 feet tall statues of the artist himself that were placed in various parts of the world, including: Berlin, London, Los Angeles, Paris, Milan, and Prague. Every one of these statues made national headlines in each country, and generated millions of dollars in “free” media attention.
In closing, publicity stunts have proven to be both effective and ineffective in the past. In order to generate success, an advertisement must be original and eye-catching enough to gather attention and entice the audience to share further.
Sources:
https://www.thebalancecareers.com/advertising-pr-stunts-to-get-your-brand-noticed-4139850
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