publicity stunts and events
Oftentimes, companies come to us seeking wild and unprecedented ways of getting their message out. Being at the forefront of experiential marketing companies in NYC, our group is known for creating brand-centric, pressworthy publicity stunts and events, the likes of which have never been seen or done before.
The results speak for themselves - and our clients get the attention of both consumers and the media, thereby generating buzz and garnering press.
Article: How To Make a Successful Publicity Stunt
Design and produce publicity stunts to raise awareness and generate media coverage for the network’s hit series, Bridezillas.
“Bridezillas’ Cake Dive”, “The Running of the Bridezillas” and “Bridezillas Take the Cake”
To launch the series’ second season, 20 brides-to-be leapt into a giant wedding cake in Times Square in search of a lucky ring box worth $50,000. On hand were bridesmaids and groomsmen to assist the women into (and out of) the cake.
The following year, in an attempt to make an even bigger splash, we designed a wedding-themed obstacle course, once again in the heart of Times Square. After donning wedding gowns and helmets, brides-to-be raced across branded Astroturf, jumped to grab bouquets off of a custom-built trellis and then scaled an 8-foot frosting-covered climbing wall in the hopes of being the first to cross the finish line and take home $25,000.
For the fourth season, we returned to the center of the city and challenged Bridezillas to see if their stomachs were as sizeable as their demands by staging a wedding-cake-eating contest. Brides were given two minutes and two dozen cakes – the one that ate the most in the allotted time won $25,000 towards her wedding, courtesy of WE tv.
Cumulatively, these events generated hundreds of millions of impressions, ranging from features on morning and evening news shows, to print, radio and online outlets.
- The third season’s event helped make Bridezillas the highest rated telecast ever on the network.
- The fourth season’s event garnered a staggering 127 million+ impressions and was recognized with awards from both BizBash and Event Marketer Magazine.
City of Hope
Create a press-worthy yet cost-effective stunt to raise awareness and drive participation in “City of Hope’s Underwear Affair, presented by Jockey,” the first-ever walk/run in Los Angeles to help fund research to cure “cancers below the waist”.
We strung a clothesline across the entire length of Third Street Promenade and hung thousands of branded Jockey boxers and briefs, each tagged with information on the race and the cause. Initially, consumers were bewildered by the sight. But they soon realized that the line was hung low enough for them to help themselves to a pair and learn about the unprecedented event. Our Brand Ambassadors explained that race participants were encouraged to wear their underwear as outerwear during the race, so they could also consider the unusual premium their costume.
Press coverage included ABC News, Fox News, The Los Angeles Times and Brandweek.
Increase overall awareness and drive tune-in to the second season of the already successful Burn Notice on USA with outdoor initiatives that embody the sexy, summertime appeal of Miami, the show’s steamy locale.
Rollerbabes & Boys
Rollerblading street teams in branded beach gear made the summer a little hotter in five markets by distributing Burn Notice Frisbees, SPF lip balm and sunscreen.
Teams of bikini-clad promotional models and striking gents dominated beaches in three select markets over 4th of July weekend. These sizzling days were kicked off with the construction of branded sand sculptures and the assembly of a branded volleyball nets. Lucky beachgoers were then treated to branded beach umbrellas, towels, Frisbees, lip balm, sunscreen, and frozen ice pops.
Brand Ambassadors put the “pedal to the metal,” using our branded bicycles around high traffic areas of Manhattan. Brand messaging was communicated using large-scale custom signage and by offering New Yorkers a way to cool off with free ice pops and tune-in cards during some of the hottest days of the year.
Burn, Notice, Burn!
A team of Broadway actors with credits including Wicked, Xanadu and The Color Purple donned branded costumes and roller-skates and performed a modified rendition of “Disco Inferno” using lyrics specific to the show. The dynamic roller-disco performance, staged by an award-winning choreographer, hit morning shows and high traffic commuter hubs guerilla-style. The final performance took place in the heart of Times Square where it literally stopped traffic for two full minutes.
Sun. Surf. Sandcastles.
A sand sculpture designed to depict key art from the show was built overnight in Times Square using fifty tons of sand and four hundred gallons of water. In the center of it all were renditions of the male and female leads from the show surrounded by tune-in information and sunbathing beauties – both live and made of sand.
Over half a million premiums distributed across six markets. The show’s premiere saw a 35% jump in total viewers and the season saw a 20% increase in the key adult demographic. Press hits included Multichannel News, Daily News, Wireimage, Mediapost, Getty Images, AM New York, Bizbash and Cynopsis.
Saks Fifth Avenue
Produce a street-level spectacle to raise awareness of the store’s “Wild About Cashmere” ad campaign.
Summary We trucked in eight live cashmere goats from Maine (similar to those featured in the “Wild” print ads) and had our glamorous models parade them around Manhattan on leashes while wearing Saks tees and carrying bags from the store.
Over a five-day period, the goats and gals made stops at Wall Street, Union Square, Central Park and the Fashion Week tents in Bryant Park. They also made an appearance at a Gala Event held at the flagship store on Fifth Avenue.
In addition to creating a stir among New York’s fashion elite, the campaign garnered press in both consumer and trade outlets and received feature placement in WWD, Yahoo News, and Gawker.com.
Create a publicity stunt to raise awareness and drive tune-in for the premiere of the network’s series, Showdog Moms & Dads
Summary We invited dog owners to the NBC Experience Store in New York City where we held auditions for “Give Your Dog 15 Minutes of Fame.” At the event, dogs competed for the opportunity to land a starring role in a commercial promoting the series, to be aired on Bravo.
Bravo’s on-air producers along with a panel of celebrity dog judges including “Eddie” from Frasier, “Frank, the Pug” from Men in Black and “Wynn Dixie” were on hand to judge the canines. Everyone who attended received Bravo doggie tees, Frisbees, and a photo op with the celebrity judges.
Over 250 New Yorkers and their canine companions lined up at 6am to audition for the spot. The event attracted hundreds more who stopped by to catch a glimpse of the spectacle. Media coverage included multiple New York dailies as well as live remotes from CW11, Inside Edition, and ET, to name a few.
Design a series of events to raise awareness and drive tune in for a special episode of SpongeBob SquarePants featuring SpongeBob’s pet, Gary the Snail.
We conceptualized and produced “snail races” in five markets simultaneously across the country, complete with custom game boards, live snails, and local emcee’s to host the contest. Kids and parents stepped up to the colorful, custom “race track” to place bets on their snail and then try to cheer it to victory. Everyone walked away with SpongeBob swag and tune-in info.
We distributed thousands of premiums to children and adults at each event. The campaign helped make the show the highest rated SpongeBob episode ever, and was the recipient of a CTAM Mark Award.
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