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Anything involving dogs is always a winner. ASB Bank, sponsors of the Auckland Open, proved this when it used dogs instead of human ball boys in Surprisingly, the PR stunt went very smoothly, with the dogs doing a stellar job and winning a few fans in the process. Of course, the reason it worked is because the dogs behaved themselves. Is it lazy? Too predictable?
But the main aim of a PR stunt is to make an impact on passing consumers — and this tactic can be undeniably effective. One of the best examples is Jackpotjoy. It was done to celebrate the launch of Facebook FUNdation — an initiative to reward people who do silly things to make people happy.
By doing something so ridiculous, Jackpotjoy successfully demonstrated what it was promoting and 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 trend. In , Sky Atlantic created an 8-foot animated creature to 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 brand also used actors from the West End show, Warhorse, to 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 and an animal synonymous with nature. One of its most off-the-wall was the time it sent a mariachi band to serenade Donald Trump as he arrived in Glasgow in Um, why, you might ask?
While it sounds like a completely random stunt, it was in fact related to Paddy Power taking bets on political results. See a recent example below…. What was Trump trying to say before he fell asleep on his keyboard?
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This is a great example of a brand capitalising on timely and real-time events to drive marketing 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 to its bold and brash humour — it was met with appreciation.
Paddy Power sent a Mexican mariachi band called Juan Direction to meet Trump off the plane this morning. Oh my days. Now to a PR stunt that quite literally made a splash. It involved members of the US synchronised swim team performing in a 17,gallon multi-coloured tank, with all performances being broadcast live on giant LED screens. 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.
In , it built the Cake Hotel in Soho — a three-floor temporary pop-up filled with edible art. Visitors invited to the one-night only event were encouraged to literally eat their way around the hotel.