Some of the best PR is often based on a wild and crazy idea. The folks who market Cheetos wondered what it would be like to open a restaurant based on their snack product. So they hired a well-known Food Network Chef (not my daughter) and created a temporary pop-up store to generate awareness and stories.
Traditional PR and stunt events can be powerfully effective ways to get a brand into your consciousness. You share the story (as I am doing here), and it quickly blows up the Internet. The social shares and increased awareness easily pay for the venture.
More than 1,000 people requested a reservation for The Spotted Cheetah. It was only opened for 3 days in August.
Watch this crazy video. Maybe there is a way for you to think laterally about your brand to help it break through the deluge of content. Cheetos played into its snacking fun brand character and leveraged existing assets like Chester Cheetah.
Ask yourself the question, what if my brand was a restaurant, ran an airline, was a sports team, made clothing, created a non-profit or sold ice cream. Think sideways and have fun.
One other piece of advice – do something your competitors would never think about doing because they are fixated on your category. Cheetos doesn’t compete in restaurants yet that was where they decided to set up shop – if only for a few days.
Publicity is a way to emphasize an important aspect of your brand. It can solidify a position and help get you into the conversation. As long as your stunt is aligned with core brand values and attributes, PR stunts can help your brand grow.
If you can’t see the video below, click this link.
Need help thinking laterally about your marketing and promotion? Text me at 919 720 0995 or email me at jeffslater@themarketingsage.com
Video courtesy of Business Insider
