If executed right, a publicity stunt — especially during a big event such as the Super Bowl — can make a business famous and help it grow its customer base as a result of all that publicity. The effectiveness of a publicity stunt comes from its ability to shock and awe in equal amounts. The problem occurs when the shock value is accompanied by moral outrage or a response that the marketing team didn’t anticipate.
But how can an advertising and marketing team work around something that they don’t know is going to happen? How can they make sure a publicity stunt — no matter how bold — will create positive word-of-mouth about the company?
Below, 10 members of Forbes Agency Council delve into some of the techniques an agency should implement if it wants to make sure a publicity stunt doesn’t backfire and end up causing ruin to its client.
Members share some tips for agencies that want to launch a successful and effective publicity stunt.
Photos courtesy of the individual members
1. Have A Winning Game Plan
Executed creatively and well, Super Bowl ad publicity can far out-value the ROI on the estimated $5.8-million, 30-second ad cost. Be smart and anticipate the ways that the event could step out of bounds, build in team allies beforehand and prepare contingency plans for each. – Jim Heininger, The Rebranding Experts
2. Make It Authentic And Meaningful
With today’s consumer, disruptive events can be seen in a more negative light. With daily disruptions happening across so many different channels, it’s almost impossible to get above the noise with a “one-hit” stunt. That said, authentic and meaningful “stunts” that align with the brand and the values of its stakeholders can be both noticed and meaningful — which is what today’s consumer wants. – Bo Bothe, BrandExtract, LLC
3. Make It Bold And Fun
To be effective, a publicity stunt must be bold, fun and true to the brand. The purpose of a publicity stunt is to grab attention, but ask yourself, why? Why should people pay attention to you? Are you doing something interesting, fun and unusual? Are you asking for attention in a way that is true to your brand and speaks authentically to your customers or stakeholders? If yes, then go for it! – Robert Finlayson, Zeno Group
4. Start With The Cocktail Party Rule
Publicity stunts can be far more affordable than a Super Bowl ad. Why not leverage the big event? The cocktail party rule is always a good barometer to avoid a backlash. Pretend you’re hosting an intimate party with people of all backgrounds, genders, political views and ethnicities. If you execute your idea in the room, does it offend? This simple step puts your idea in perspective before launch. – Sean Looney, Looney Advertising & Branding
5. Give The Audience An Opportunity To Engage
Experiential marketing has taken many monikers over the years. Yet, at its core, guerilla marketing, experiential marketing and publicity stunts are most effective when they allow consumers to experience your brand. As you’re planning your “stunt,” make sure it gives your ideal audiences opportunities to engage with your brand in a real-world, hands-on setting. This will ensure its effectiveness. – Mary Ann O’Brien, OBI Creative
6. Walk The Line Between Controversial And Offensive
One of the most important things to keep in mind is what is going to be controversial and what will be offensive. You want to always keep your audience informed, as well as engaged, but there are some things that are going to just be so offensive that you cannot walk away from them. It is all about walking the middle of the line and ensuring that you know the audience. – Jon James, Ignited Results
7. Consider The Point You’re Trying To Make
Consider the point you are trying to make first and foremost. Your campaign may shock the public and drive awareness, but if you fail to get your point or message across, the public will know. So be creative, but make sure your stunt actually has a point to make. Push your stunt too close to the edge and you may get backlash. Stay too close to the middle and you won’t stand out. – Bernard May, National Positions
8. Ensure It Makes The Impression You Want
Publicity stunts work, but work to do what? People might remember the stunt, but often don’t remember who did it. If your aim to swing big, ensure that it makes an impression you want associated with you, that no one gets hurt and that you are inherently connected with the stunt. Otherwise people will remember the unauthorized skydive on to the field mid-game, but not the branding on the parachute. – Kirk Westwood, Glass River Media
9. Make Sure It’s Worth The Effort
When executed properly, it can gain a lot of attention and positive feedback from audiences everywhere. However, if it fails to deliver the intended message, it’s a waste of time, money and other precious resources. Companies need to keep this in mind if they are considering or planning a publicity stunt to make sure that the cost-benefit will be worth everything that goes into it in the end. – Solomon Thimothy, OneIMS
10. Invest Your Money In Something Else
A decade ago, my response would have been, “Absolutely. Do it!” But with the advent of the internet and social media, everything has changed. It takes a lot more to surprise people, to shock them. The amount of money that is spent around the Super Bowl is mind-blowing, and it’s a total gamble. I would save your time and money and invest it somewhere you know you will have a lasting impact. – Zachary Binder, Bell + Ivy
