Publicity stunts are among the most infamous public relations and marketing tactics. For decades, they have played a key role in memorable PR and marketing campaigns. These eye-catching events create buzz, media coverage, and public interest in a product, service, or brand. Though often controversial, when implemented properly, they can be highly effective. This blog post examines why people undertake publicity stunts, dispels common myths, and highlights effective examples, including the well-known “Three Orange Men” stunt for Mirinda in Nigeria.
Why People Use Publicity Stunts
- Create Buzz: The main purpose of a publicity stunt is to generate buzz. Brands can gain the attention of both the media and the public by doing something unexpected or remarkable. This buzz typically leads to free media attention, which can be more useful than traditional advertising.
- Increase brand awareness: Publicity stunts are intended to ensure that a brand is being remembered. A well-executed stunt may make a lasting impression on customers, improving brand recall and awareness.
- Engage Audiences: Unlike typical marketing, publicity stunts can engage audiences in unique ways. Brands can build a stronger connection with their audience by directly integrating them or creating a spectacle.
- Storytelling impact: Publicity stunt is also known for impacting a brand’s storytelling. Most Nigerian consumers engage with different brands through the memories created either through a good TV commercial, radio advertisement, jingles, or publicity stunts.
Some common misconceptions on publicity stunts
While this marketing tactic has shown to be an efficient way of generating buzz and building brand awareness, there are some prevalent myths linked with it, which are listed below:
- “Publicity Stunts Are Just Gimmicks”: Some stunts may seem gimmicky, but the most effective ones are well-planned and align with the brand’s mission and values. They go beyond creating a spectacle to communicate something meaningful about the company. A well-executed stunt integrates seamlessly into the brand’s broader marketing plan, enhancing its image.
- “Publicity Stunts Are Short-Lived”: Although a stunt’s immediate impact is brief, its long-term effects on brand awareness and public perception can be significant. A memorable stunt can create lasting connections with the brand, becoming part of its heritage and influencing consumer perceptions well beyond the initial event. Moreover, successful stunts often spark stories and discussions, keeping the brand in the public eye for extended periods.
- “They Are Risky and Often Fail”: While stunts carry some risk, many are meticulously designed to minimize drawbacks. The key lies in thorough preparation and understanding your audience. When executed correctly, the benefits far outweigh the risks.
Notable Publicity stunt that has generated Buzz in Nigeria
The “Three Orange Men” Stunt for Mirinda in Nigeria
One of the major campaigns that shook Lagos and Nigeria in 1996 was the re-launch of Seven Up Bottling Company’s (SBC) Mirinda carbonated drink. The “Three Orange Men” campaign was introduced when SBC aimed to position Mirinda at the forefront of the Nigerian orange carbonated soft drink market.
During the brand activation, three men entirely covered in orange strolled the streets of Lagos, capturing everyone’s attention. This daring and unexpected sight sparked widespread interest and buzz, making Mirinda the talk of the town. Influenced by prevalent end-times stories, some Lagosians speculated that these men were harbingers of doom or even the Antichrist. The peculiar spectacle generated significant gossip in the streets and corners of Lagos. Billboards and banners featuring the mysterious orange figures soon appeared all over the city, heightening the anticipation. Shortly after the two-week stunt became widely known in Nigeria, Mirinda launched a TV commercial showing the three orange men enjoying a bottle of Mirinda.
MTN Nigeria’s “Man in the Box” Stunt
MTN’s “Man in the Box” marketing campaign in 2018 became one of Nigeria’s most memorable. MTN, a renowned telecoms provider, sought to capture public attention in a new and participatory manner. They placed a man in a glass box in a high-traffic area of Lagos, where he stayed for several days. Equipped with a cell phone, the man encouraged onlookers to communicate with him via SMS. This stunt effectively showcased the durability and connectivity of MTN’s network while engaging the audience in a fresh and exciting way. The “Man in the Box” prank garnered extensive media coverage and public interest, solidifying MTN’s innovative image and highlighting the company’s commitment to staying connected with its consumers.
Publicity stunts, when handled well, can be effective marketing tactics. They generate discussion, engage audiences, and set brands apart in a saturated marketplace. By dispelling myths and understanding the strategic use of these stunts, businesses may maximize their potential for outstanding results.
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