Tag Archives: guerrilla marketing

Extreme Stunts!

Everyone loves to watch an extreme event. Thrills, chills, excitement! Will it work? Will it fail? Either way – it will be spectacular!

Once rare, extreme stunts have become a valuable marketing tactic for brands to gain the public’s attention and expand a brand’s reach. Unlike a 30-second ad viewed once or twice, a stunt gains valuable viewers and exposure when videos go viral and are watched multiple times.

One of the most memorable in recent years was the Red Bull Stratos freefall jump from space. In that stunt, Austrian skydiver Felix Baumgartner did a 4:20 minute long freefall from 128,000 feet above the Earth, traveling at 1,342 kilometers per hour. The stunt broke world records in longest freefall, highest freefall and highest manned balloon flight! The jump was watched live by 52 million people across online platforms, and has been reviewed millions of times.

Red Bull isn’t alone in using stunts to capture attention and build awareness. One recent event launched the first car into space! Tesla and SpaceX sent a Tesla Roadster (complete with dummy astronaut driver) into space using SpaceX’s Falcon Heavy rocket in early February, 2018. The launch logged more than 2.3 concurrent views on YouTube.

Another high-profile of our favorite stunts featured Range Rover’s Sport Plug-In Hybrid as it drove the 99 turns and 999 steps of China’s Tianmen Mountain. The six-minute video resulted in more than three million views, 45,000 likes, and 2,000 comments globally.

Can’t wait to see the next brand’s extreme stunt!

Group Activities and Discussion Questions:

  1. Discuss the use of extreme events in marketing as a promotional tactic.
  2. Poll students: What are some of the events or stunts they can recall? Why were these memorable? Did they further the brand’s message?
  3. Show several of the many videos with extreme stunts: Red Bull Stratos: https://youtu.be/FHtvDA0W34I
  4. Tesla Starman launch: https://youtu.be/A0FZIwabctw
  5. Tesla Starman – Live Stream: https://www.youtube.com/embed/aBr2kKAHN6M
  6. Land Rover Dragon Challenge: https://youtu.be/EUwzWHD3Htg
  7. Nike Breaking 2: https://www.nike.com/gb/en_gb/c/running/breaking2
  8. Snapple world’s largest popsicle: https://youtu.be/QlZ_QsKYx5Y
  9. Poll students: What brands could make effective use of an extreme stunt as a tactic?
  10. Divide students into teams: Have each team develop a stunt for a selected brand.

Source: Lucken, S. (31 May, 2018). When done right, extreme stunts can catapult a brand into the public eye. Ad Week.

 

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Spectacles Update: Buy from a Bright Yellow Kiosk

kiosk

Spectacles Update: Looking for a place to buy a pair of Snap’s new sunglasses with embedded camera? Unfortunately, the glasses will not be at a store near you anytime soon. In an unusual guerrilla marketing rollout, Spectacles are only being sold through bright yellow vending machines called SnapBots. The first SnapBot was in Venice Beach on November 10, where the glasses quickly sold out to waiting fans.

The pop-up shop model fits Snap’s playful brand, right down to having the kiosk disappear just like how photos disappear on Snapchat. Customers lucky enough to find a SnapBot can try on the glasses virtually at the kiosks using a circular display.

Just to remind you what Spectacles are: the sunglasses can record 10 second videos, up to 30 seconds, using a 115 degree lens that closely approximates how the human eye sees things. Spectacles are priced at $130 and come in black, teal, and coral colors. Transferring videos is a ‘snap’ – the connection to smart phones and Snapchat is via either Wi-Fi or Bluetooth. It’s a big market, too. Snapchat app has 150 million users each day, and 41% are 18 – 34 years old.

Kiosks are placed in a single location for only 24 hours so you have to move fast. If you want to know where the next kiosk will be, go to Snap’s Web site and cross your fingers it will be near you.

Group Activities and Discussion Questions:

  1. Show a video of Spectacles being used: https://youtu.be/XqkOFLBSJR8
  2. Spectacles Web Site: https://spectacles.com/
  3. Discuss guerrilla marketing tactics with students.
  4. Poll students: What other companies are using guerrilla marketing? How are these using it?
  5. Next, divide students into teams and have each team select a product. For that product, what could be done as guerrilla marketing?

Source:  New York Times, CNBC, Heavy, other news sources   

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