Seinfeld Scores With Publicity Stunt
May 31, 2007Millions of dollars are spent on advertising, but a good publicity stunt gets attention for much less. All it requires is clear thought and the creativity to come up with a great stunt that won’t damage your brand.
Sure, you can spend a lot of money, as did the Bee Movie producers who put Jerry Seinfeld in a bee costume and flew him down a 9-story-high wire to promote the film at Cannes.
But timing and chutzpah can charm the press at low cost. Recently, tenant activists ambushed their landlord, Professor Eric Sussman, at a class he was teaching at UCLA. They presented him with a ceramic pig for raising their rents. The stunt resulted in an LA Times story and coverage from Long Beach to San Jose, for the cost of a bus for the tenants and ten bucks for the piggy bank.
In 1999, FHM Magazine set a publicity stunt standard by projecting a 60-foot naked image of starlet Gail Porter on the side of the British House of Parliament.
