Listen to this article
From time to time, businesses face the challenge of consumer fatigue, necessitating innovative strategies to capture public awareness, generate viral sharing, and secure media coverage to remain top-of-mind. One of the most effective tactics brands use to achieve this is spreading news that creates a buzz. But what happens when there is no news to share? Simple—brands create their own news!
What are Marketing Stunts?
Marketing or publicity stunts are planned events or marketing ideas intended to capture media and public attention for a brand or for someone like celebrities or politicians. Brands can also create a hashtag associated with their idea and encourage their followers to share content related to the campaign. Marketing stunts can be an effective way to connect with customers emotionally, but there is also a risk that if the news is not authentic, they might backfire. Usually, their success depends on public opinion, along with the media and press.
Discover more about marketing stunts and how leading brands utilize them to expand their reach and build awareness.
Examples of Stunts by Brands
1- KFC’s Advertising: Face Visible From Space
The fast-food chain Kentucky Fried Chicken (KFC) unveiled in 2006 the world’s first advertisement that could be seen from outer space, conveying the message that its fried chicken is always on top, wherever you are. The ad was an 87,500-square foot image consisting of nearly 70,000 painted tiles of the Colonel pictured wearing an apron instead of his typical white double-breasted suit. This marketing stunt was successful and got press coverage from several outlets.
3- Warby’s Disrupting Eye Wear Plus Meat!
In April 2018, Warby Parker announced a fake association with Arby’s food brand, which was called WArby’s. They started the joke with a video featuring the founders, Neil Blumenthal and Dave Gilboa, as well as Jim Taylor, CMO of Arby’s, which was designed to look like a clip from the evening news. Jim Taylor said Arby’s is all about going after market opportunities and that their research showed that 61% of Americans wear eyewear and another 90% eat meat, and that is 151% of Americans.
Their first product was the Warby’s onion ring monocle, where you can wear the fried “eyepiece. The two brands invested in this prank to create limited-edition apparel, like shirts, totes, and hats, that featured the brands’ joint logo and sold it at the Warby Parker New York store, Arby’s, and other microsites.
3- A Helicopter Waiting For You From Uber
A good example of how a business can create a positive, authentic stunt related to its product offerings that attracts media attention is Uber. In 2012, Uber started offering promotional helicopter rides to Uber users from New York City to the Hamptons, and later this service was offered in other countries. This took Uber’s ridesharing services to new heights.
4- Taco Bell April’s Fool, a Success that Backfired
On April 1, 1996, Taco Bell invested $300,000 in a creative marketing campaign to take out full-page ads in 7 of the biggest newspapers, including the New York Times. The full page says that they realized that the country has a growing debt, so they want to help make an impact, and so they’re buying a liberty bell and will put their name on it, “Taco Liberty Bell.”.
This caused a lot of phone calls asking whether this is real or fake social media news, and the White House press had to come out to announce that it was a prank. The campaign was so effective that it was able to generate 25 million dollars in free publicity, a jump of 600,000 dollars on April 2 and a total increase of over 1 million dollars in Taco Bell’s sales on April 1 and April 2. Taco Bell had to issue a corporate apology and donate $50,000 to the preservation of the Liberty Bell.
5- McDonald’s is Flipping its Logo to Support Women
In 2019, McDonald’s executed a bold marketing initiative by flipping its iconic logo upside-down, transforming the familiar “M” into a “W” in honor of International Women’s Day. This symbolic gesture was not just a visual novelty but a powerful statement of support for women around the world. The innovative PR campaign was designed to draw attention to the contributions of women, both within the McDonald’s organization and in the broader community.
By leveraging its globally recognized brand, McDonald’s effectively captured the media’s attention, generating extensive press coverage and sparking widespread conversations on social media. This strategic move showcased the company’s commitment to gender equality and women’s empowerment, resonating with customers and reinforcing McDonald’s image as a socially responsible and forward-thinking brand. The campaign’s success demonstrated the impact of creative branding and thoughtful messaging in enhancing corporate reputation and engaging a diverse audience.
Visible Mobile’s Success: Turning a Typo into a Winning Marketing Stunt
The publicity and marketing stunts are not only pre-planned, but sometimes they are accidental, and this was what happened with Visible Mobile. Visible Mobile had a banner advertisement across the city with a spelling mistake. Most mobile providers offer unlimited messages, but Visible offered unlimited massages in its advertisement! Visible Mobile reacted quickly and turned their accidental typo into a PR stunt.
The brand was able to take this as an opportunity and turn it into a quick win. Instead of removing their banner and correcting the spelling mistake, they offered free massages. This was successful because it built an emotional connection by offering an unexpected service that showed mobile providers care for their customers’ well-being.
The Impact of Marketing Stunts on Brands
The line between publicity stunts and real-life events can sometimes blur, leaving the audience to wonder the truth. When executed well, PR and marketing stunts can generate attention and encourage community involvement by sharing and contributing to a cause, leaving a lasting and memorable impression. However, poorly planned campaigns can backfire, damaging a brand’s credibility and reputation. It is crucial for companies to carefully consider the potential consequences before initiating any action.
What is your favorite marketing stunt that you believe effectively captured attention and positively impacted a brand’s image?
