Well, they never went away but they are back in fashion again. I’m not surprised in this “WOW” world we live in.
I have always been a big fan of PR stunts and events. Maybe it’s because I grew up around them. My dad may still be known as the king of PR events. He made a great career of promoting something by an event that always drew media attention. He reminded me recently of when some of his crazy stunts didn’t work. He still got press! PT Barnum once said “there is no such thing as bad PR”. Even his stunt failures were still huge successes.
There is an article in today’s Wall Street Journal about brands getting into the Guinness Book of World Records. Guinness has even created a new division to help companies accomplish this. In the 21st century world of YouTube and viral marketing, brands want that exposure and buzz.
When I worked for Feld Entertainment in the 1980′s, they were still known for creating great PR stunts and events. Who can forget the famous Ringling Bros. elephant manure giveaways? When that event needed to kick it up a notch, they went one step further. “Someone” stole the manure in one city. This turned into national media attention. I still remember Jay Leno talking about it.
All of us in the event & entertainment business have potential PR events and stunts all around us. Our business is tailor made for them. I understand that in today’s world of marketing measurement, it’s hard to account for their results but these events do sell tickets. Many of the best events don’t cost a lot of budget. They only require your imagination.