Publicity stunt

Word of mouth is the aim of any PR stunt, with many big brands using the approach as an alternative khổng lồ expensive sầu digital ads & large-scale sale campaigns.

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With this in mind, here’s a run-down of some of the best (and forgotten-about) stunts in recent years, as well as analysis on why they work.

1. NowTV’s giant sexy statue of Jeff Goldblum

What better way to lớn celebrate the 25th anniversary of Jurassic World? Erect a giant statue of a sexily posing Jeff Goldblum directly in front of Tower Bridge, that’s how.

This stunt was the brainchild of Now TV, which aimed to capitalise on excitement surrounding the new Jurassic World 2 in summer 2018. According to lớn reports, the statue weighed 331 pounds, was over 9.8 feet high, và nearly 23 feet long.

While tonnes of visitors flocked khổng lồ see the statue in all its (unbuttoned) glory, NowTV ensured maximum buzz & interest by only leaving it there for a super-short period of time.

To celebrate the 25th anniversary of JURASSIC PARK"s premiere in the U.K., streaming service
NOWTV unveiled a statue of Jeff Goldblum in London"s Potters Field. pic.twitter.com/hTFNKURMZM

— Dave Quinn (
NineDaves) July 18, 2018

2. Carlsberg’s ‘best poster in the world’

Carlsberg has a history of creating cool & clever sale campaigns. Its response khổng lồ Protein World’s controversial ‘Beach Body Ready’ campaign – which asked consumers if they were ‘beer toàn thân ready’ – is definitely worth a mention.

However, it is the stunts based on Carlsberg’s ‘probably the best…’ slogan which tover to lớn be most effective.

In 2015, it unveiled the ‘best poster in the world’ in London’s Briông chồng Lane – a billboard that dispensed không tính phí beer. It was an incredibly simple concept, but perfectly on-brvà. Unsurprisingly, the stunt generated a lot of interest on social, with #probablythebest generating over 3m Twitter impressions in just one day.

Very clever MT
CarlsbergUK: Just a normal poster right? Surprise! #ProbablyTheBest #Shoreditch pic.twitter.com/zxiSJdP7tg

— Ben Trounson (
btrounson) April 21, 2015

3. Deliveroo’s homage lớn the Friends meat trifle

In celebration of the 14th anniversary of the final episode of Friends in 2018, which originally aired May 6th2004, Deliveroo decided to lớn pay homage to one of the show’s most infamous meals.

No, not Joey’s ‘two pizzas’ or even a Central Perk muffin, but Rachel’s glorious meat trifle.

Combining lady fingers, jam, custard, raspberries, beef sautéed with peas và onion, bananas & whipped cream – the concoction (costing £6) was available khổng lồ order through Deliveroo’s ‘Regimãng cầu Philange’ pop-up cửa hàng for a limited time.

While fans were naturally dubious about the trifle’s taste, reports suggest that it was surprisingly good. Then again, I guess it wouldn’t have been much of a publithành phố win for Deliveroo if it actually tasted lượt thích feet.

"What"s not khổng lồ like? Custard, good. Jam, good. Meat, GOOD!" #friendshttps://t.co/JVgmlwlZhW

— Deliveroo (
Deliveroo) May 3, 2018

4. Warner Leisure Hotels’ anti-age gin

Some PR stunts are deliberately designed lớn get picked up by journalists looking for a quiông chồng và easy ‘news’ story.

When it teamed up with Bompas và Parr to lớn create the world’s first ‘anti-ageing gin’ in 2016, Warner Leisure Hotels knew it could guarantee a headline or two.

Dubbed ‘Anti-aGin’, the tipple’s ingredients include collagene & a variety of antioxidants and ‘skin-healing’ botanicals to help ‘reduce cellulite & sun damage’.

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While there’s no real evidence that the gin actually has any real benefits, the stunt certainly garnered attention for Warner Leisure Hotels (and undoubtedly a few sales of the hàng hóa in its UK hotel bars). A good example of a br& generating buzz from something outside the realms of its core sản phẩm offering.

How to choose a B2B lăng xê agency

5. Cadbury’s Crème Egg café

Are pop-ups quảng bá stunts or examples of experiential marketing? While it can be difficult khổng lồ differentiate betwen the two categories, more often than not – a br& event can be both.

Cadbury’s crème egg café is case in point, with the pop-up giving consumers a sensory experience as well as creating a splash in the media.

First launched in năm nhâm thìn, & running from January lớn March, the Soho café was made up of three floors of chocolatey heaven, including a ball pit và a thực đơn of crème egg soldiers, toasties và cake.

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The fact that the pop-up returned in 2017 & 2018 means it’s more than just a stunt. Cadbury seems to have stumbled on something that’s far too good not to lớn repeat.

6. Ghostbuster’s marshmallow man at Waterloo Station

Another PR/experiential hybrid, which I first wrote about in July of 2016.

Launched just in time for the release of the Ghostbusters movie, it involved a giant version of the Marshmallow Man greeting commuters in London’s Waterloo station.

One of the most ‘Instagram-worthy’ stunts in this danh sách due khổng lồ sheer size and scale, it was widely documented by passers-by.

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As well as capitalising on the nostalgia of the character itself, the creative sầu spectacle also meant that anyone who saw it (or heard of it) would be likely to appreciate it – instead of just movie lovers or hardcore Ghostbusters fans.

7. Diesel’s knock off store (that was actually real)

In early 2018, a store appeared on New York’s Canal Street called ‘Deisel’, seemingly selling counterfeit goods from the fashion brvà, Diesel.

However, unbeknown to lớn visitors, the store was actually set up by the real br& as part of a quảng cáo stunt và kinh doanh opportunity. The clothes turned out khổng lồ be 100% authentic, and not just standard Diesel items, either, but one-of-a-kind pieces created especially for the stunt (which will undoubtedly become collectors’ items in future).

Check out the shoppers’ amusing reactions in the video clip below.

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8. Domino’s tweet for pizza

Not all lăng xê stunts create a positive sầu splash either. Domino’s has seen its fair tóm tắt of fails in the past, including one that involved reindeer delivering pizza (which ended up going terribly awry).

The brand has seen success with other attempts, however, especially relating lớn social truyền thông. In năm ngoái, it announced that US customers would be able khổng lồ order their pizza by tweeting the corresponding emoji, describing as the ‘epitome of convenience’. Of course, the process is not quite as seamless as it sounds, requiring customers khổng lồ register online first và add their pizza preferences.

Now you can order Domino"s by tweeting ????. Find out how at http://t.co/Rwt1tJUmXShttps://t.co/Cs5f3JJyni

— Domino"s Pizza (
dominos) May trăng tròn, 2015

Here on the blog, we questioned whether or not it was a truyền bá stunt or the future of social. The fact that it hasn’t really cottoned on but is included in this các mục might answer that question.

How digital helped Domino’s overtake Pizza Hut

9. ASB & the ball dogs

Anything involving dogs is always a winner. ASB Bank, sponsors of the Aucklvà xuất hiện, proved this when it used dogs instead of human ball boys in 2015.

To promote the ASB Classic tournament, the New Zealvà bank used three dogs, named Oscar, Ted, & Super Teddy, lớn fetch the balls in a match between Venus Williams & Svetlana Kuznetsova.

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. I’m not sure I’d be mentioning this example if the dogs mirrored the behaviour of those Domino’s reindeers… proving that good quảng bá sometimes involves more than a little bit of luông xã.


10. Jackpotjoy & a giant rubber duck

“Blow it up và float it down the Thames” has become one of the biggest lăng xê clichés in recent years, mainly thanks lớn an endless stream of brands ranging from eBay lớn Airbnb partaking in the activity.

Is it lazy? Too predictable? Probably. But the main ayên ổn of a truyền bá stunt is to lớn make an impact on passing consumers – & this tactic can be undeniably effective sầu.

One of the best examples is Jackpotjoy.com sending a giant rubber duông chồng down the river in 2012. It was done to celebrate the launch of Facebook FUNdation – an initiative to lớn reward people who bởi silly things to make people happy. And what’s dafter than a giant rubber ducky on the Thames?


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 sầu merely jumped on the trover.

11. Sky Atlantic’s polar bear on the tube

Onto another animal sighting in London – this time a polar bear on the tube.

In 2015, Sky Atlantic created an 8-foot animated creature lớn promote its new crime drama, Fortitude, which it then unleashed on the underground, in London parks, và near landmarks. To make it look as realistic as possible, the brvà also used actors from the West End show, Warhorse, to lớn 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.

It also nicely phối up the concept of Fortitude itself, with Sky Atlantic introducing the public to lớn one of the show’s central ‘characters’, so to lớn speak.

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12. Paddy nguồn và Juan Direction

Paddy Power is another br& that’s well-known for lăng xê stunts. One of its most off-the-wall was the time it sent a mariabỏ ra bvà to serenade Donald Trump as he arrived in Glasgow in năm 2016.

Um, why, you might ask? It was merely in response to lớn Trump’s promise to build a wall between Mexiteo và the US – one he made during his presidential campaign.

While it sounds like a completely random stunt, it was in fact related lớn Paddy Power taking bets on political results. See a recent example below…

What was Trump trying lớn say before he fell asleep on his keyboard? #covfefe https://t.co/9swe6O401j pic.twitter.com/2i1hl7YCZo

— Paddy nguồn (
paddypower) May 31, 2017

This is a great example of a brand capitalising on timely and real-time events to lớn drive sầu kinh doanh or lăng xê 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 nguồn sent a Mexican mariabỏ ra band called Juan Direction khổng lồ meet Trump off the plane this morning. Oh my days. pic.twitter.com/3Bb9wIM9rk

— Rachel Coburn (
rachelcoburn_) June 24, 2016

13. Epson’s ‘swimming in ink’ stunt

Now lớn a quảng bá stunt that quite literally made a splash. In năm 2016, Epson, the printer manufacturer, teamed up with sportswear company, Triflare, for a one-off sự kiện in New York’s Times Square.

It involved members of the US synchronised swyên team performing in a 17,000-gallon multi-coloured tank, with all performances being broadcast live sầu on giant LED screens.

The event was mainly for the purpose of promoting Epson’s range of Ecotank printers, however, it also provided a nice kinh doanh opportunity for Triflare, who created special swimsuits printed with Epson’s dye-sublimation transfer printing giải pháp công nghệ.

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.


14. Tate & Lyle’s edible hotel

Lastly, Tate và Lyle’s PR stunt is one that captured the true essence of the brvà.

In 2013, it built the Cake Hotel in Soho – a three-floor temporary pop-up filled with edible art. Created to lớn promote the brand’s new range of sugars, it involved walls being clad with 2,000 macaroons, a rug of 1,081 meringues, 20kilogam of marshmallow garlands, fudge-topped windowsills, & a bath full of caramel-coated popcorn.

Visitors invited to the one-night only sự kiện were encouraged to lớn literally eat their way around the hotel.

Tate và Lyle"s #PublicRelations stunt- one night #cake khách sạn with edible art across three floors và eight rooms. yummy. pic.twitter.com/Ee8vuvl3PR

— himãng cầu bhatti (
hina_bhatti) August 17, 2015

This example raises the question – is it worth putting in months of planning and painstaking effort for just a single event? Perhaps Tate và Lyle’s stunt proves that the greater the effort, the greater the reward.

With nation-wide truyền thông coverage, social media buzz – & a lot of happy visitors – it generated enough positive brvà sentiment khổng lồ last long after the sugar crash.