There have been many cases where businesses and reputations have been built on the backs of fantastic publicity stunts; think Red Bull’s ‘Stratos Stunt’. However, there have also been instances when PR stunts have backfired, causing embarrassment and damage to a company’s reputation.
Here are a few examples of PR stunts from around the world, which not only taught the masterminds the meaning of bad publicity, but also earned the companies their fair share of it.
1. Colgate runs out of toothbrushes, London
Colgate was left red-faced after a promotion promising free electric toothbrushes backfired.
They invited commuters to bring an old electric toothbrush along to Waterloo station and swap it for a new ProClinical A1500 product, worth £170.
The aim of the stunt was to spread good feeling amongst customers and encourage 150 people to try out the product.
Unfortunately, Colgate completely underestimated the popularity of the promotion, and thousands of people showed up to take advantage of the offer. Staff couldn’t cope with demand and were forced to close the stand early, disappointing hundreds of potential customers. .
The promotion was a victim of its own success. The stunt captured plenty of attention, but Colgate ultimately couldn’t deliver to the demand it had created.
2. LG and the helium race, Seoul
Last year, in a less than ideal start to LG’s marketing efforts for its G2 smartphone, 20 people were injured at a promotional event in Seoul. Attendees were invited to take part in a race to catch helium balloons, filled with coupons, redeemable for a free LG G2, as they were released into the air.
But LG’s plans backfired when individuals with BB guns attempted to shoot down the balloons, leading to a reported 20 attendees being inadvertently shot.
Races towards objects are always going to be a health and safety nightmare. If you want to get the public involved in your stunt, make sure you follow the appropriate health & safety regulations.
3. Norwegian Prime Minister turns taxi driver for the day, Norway
This stunt started as good piece of positive PR for Norwegian PM Jens Stoltenberg. In August 2013, he posed as a taxi driver for the day, chatting to passengers and listening to their woes in the back of his cab. Some people recognised him, some didn’t, but the stunt positioned him as a man of the people and the story gained worldwide publicity.
However, the stunt backfired when it emerged that the passengers had been paid for their participation. There were allegations of ‘cheating’ the public – and any credibility the stunt had generated, was lost.
This demonstrates how quickly a PR stunt can go wrong if it’s not genuine, open and honest.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on info@hotcow.co.uk.
