2017 wasn’t the easiest year for a company to try to break through the noise.
There were a few incredible exceptions. Everybody knows about the unorthodox launch of Apple’s iPhone X (including the insane semi-accidental “animoji” karaoke videos gone viral). State Street’s awesome traffic-stopping Fearless Girl statue was huge, creating returns for the bank worth $7.4 million, and everybody loved Tesla’s surprise launch of the record-breaking Roadster after the grand finale of the Tesla Semi launch.
How can marketers and PR pros replicate this success for 2018?
“The ingredients of a good stunt are that it fits with what is happening in the culture today,” Richard Laermer of RLM PR explained. “It has to fit the times. It can’t be something so obscure that no one will get it. It has to really hit people where they live. And most important, a good stunt is something people will tell others about without rolling their eyes.”