Stunts

PespsiCo brand Mountain Dew has a new crowd-sourcing contest that is re-thinking the brand's relationships with agencies. Writes Advertising Age's Natalie Zmuda:

In a contest beginning this month, Mtn Dew will hand off marketing duties, at least temporarily, for a $100 million-plus business to several potentially unknown players selected by consumers. Via the contest, any agency, independent film company or individual can submit 12-second clips via www.12seconds.tv outlining their ideas for marketing three new Mtn Dew line extensions.

While the brand is casting a wide net, PR agencies need not apply. "We are not seeking PR agencies for this program," PepsiCo spokeswoman Nicole Bradley told PRNewser.

While the agency won't be able to offer you any free chicken, their client, KFC is offering one piece of free grilled chicken at 5,000 locations today. A quick news search shows an Associated Press story alongside a slew of broadcast and other coverage for the campaign.

KFC did the same stunt back in May, with the help of Oprah Winfrey. Oprah announced a promotion on her show, which led to people flooding KFC locations. People couldn't get their free chicken as stores ran out, and some were angry.

This time around, some changes have been made. No coupons are required, one can just walk into the store to get their free food. Kelly Felter, Account Supervisor at Weber Shandwick tells PRNewser that in addition to the agency's work, Draft FCB created the advertising and MediaEdge handled the media buy.

For the last three years, Charmin has set up free public bathrooms in the middle of New York's Time Square. The campaign always gets a lot of buzz and Proctor and Gamble PR tells us that it has generated two billion media impressions.

This year, a new twist has been added, as people can audition to be a worker (Charmin is calling them "brand ambassadors.") in the bathroom, and even get paid a $10,000 salary. Open auditions take place in New York on November 5th, and five people will be chosen. The restrooms are open from November 23rd to December 31st. Charmin asks that candidates, "should enjoy going to the bathroom so much - whether it be to catch up on reading or just enjoy some 'me time' - they never want to leave."

We asked Laura Lewis, PR Manager of Family Care at P&G if she doesn't mind that some media are poking fun at the contest, given that essentially it's more press and exposure. "We're not a believer in 'all media is good media,'" she said. "Our role at the end of the day is to engage consumers. We know people like to work in the restrooms, and it gets more consumers involved. We do realize we're going to get an abundance of different types of media. It's an interesting PR challenge, how do you continue to reinvent it so it's fresh, exciting and newsworthy each year."

Asked about the goals of the campaign, and how they measure success, Lewis said, "We look at years prior to gauge success, we have our own internal measurement which [begins with] impressions [as the] base number, but we have other standards." The campaign's website: www.EnjoyTheGo.com.

Two days ago, the "culture jammers" known as the Yes Men pulled off a stunt that requires some knowledge the PR business by uploading a bogus press release, and staging a press conference posing as the U.S. Chamber of Commerce.

The strategy was two-fold: to capitalize on the Chamber's vulnerable position in the media and shame them in to reversing their position on climate change legislation, and to promote their recently released movie The Yes Men Fix the World.

However, Yes Men's Mike Bonanno didn't fare as well against Dylan Ratigan on MSNBC in a regular interview. Ratigan occupies pro-corporation with regulation position, "we all work for corporations." Bonanno made his points, and fell back on the group's most powerful case study in punking the media: impersonating a Dow Chemical spokesman on BBC World News in 2004 to apologize for the Bhopal disaster. He made the sad point that Dow's stock tanked that day, as investors realized the corporation would face considerable costs associated with reparations.

The combined press release and press conference stunt designed to embarrass the U.S. Chamber of Commerce over its opposition to climate change policy was nearly completed until the Chamber's spokesman and communications director Eric Wohlschlegel got wind of it and hightailed the six blocks or so from his office to the National Press Club.

He intercepted an errant journalist looking for the presser, who mistakenly reported to the Chamber's offices.

Wohlschlegel interrupted the event in progress as Yes Men's Andy Bichlbaum was talking about false promises of clean coal. He proceeded to confront Bichlbaum, demand a business card, and then hand his business card to identifiable journalists as he stormed out.

Yes Men's perfect timing, and perfect pitch in this case worked flawlessly, forcing the Chamber to defend an already controversial and damaging position. Gawker called it "something of a cerebral sommersault." Just two weeks ago Apple, as well as a number of energy companies ended their relationship with the powerful lobby over its stance.

Coverage of the stunt now sits right along side, and often within (see Marketwatch.com's update) stories about the Chamber's membership exodus.

Video of the fake press conference became available this evening:

Now that the "balloon boy" saga has officially been uncovered as a publicity stunt, we have to ask: is it the biggest of all time? Will it make its way into The Publicity Stunt Hall of Fame alongside the "first" publicity stunt, Edward Bernays' "Torches of Freedom" to promote women smoking?

Also, what's next for Balloon Boy? "Ironically, the Balloon Boy hoax may eventually achieve its goal," said Peter Himler, founder and principal of Flatiron Communications LLC. "Notoriety equals money, if he plays his cards right. I don't endorse it, but it is the sad reality, literally and figuratively."

[Image: daniel.gene/Flickr]

Bob Lutz, the outspoken head of marketing for General Motors challenged all comers during a journalist conference call when explaining the company's new "May the Best Car Win" campaign last month. Lutz redlined the message to literal: he'd personally race a Cadillac CTS-V against any comparable production car.

Jalopnik took the 77 year-old Lutz up on his challenge and put up their test editor Wes Siler in a Jag XFR. GM responded by arranging an event at the Monticello Motor Club in New York on October 29th. Drivers with comparable models can sign up for a chance to race as well at CTSVChallenge.com.

It's win win, regardless. Lutz has already has a PR strategy in place if he loses: "You're running into a trap because if you beat me by a second on the lap time, we'll just advertise the price difference."

Related: GM's New Marketing Head: Company Took "Our Eye Off the Ball" for More Than Twenty Years

Both Playgirl and Playboy are getting aggressive with "celebrity" PR maneuvers this week. Marge Simpson will appear nude in Playboy's November issue to celebrate The Simpson's 20th Anniversary.

Meanwhile, Levi Johnston, ex-boyfriend of Bristol Palin and father of Sarah Palin's granddaughter will appear nude in Playgirl. Will the PR push around these covers lead to increased sales? Time will tell. It's certainly already leading to increased buzz.

Former Playgirl editor-in-chief Nicole Caldwell, who is still working with the publication on some special projects, tells PRNewser, "Levi Johnston is the best and brightest thing to come out of the Palin campaign. It's a pleasure to go from the straight-talk express to the hot jock undressed. The shoot is tentatively scheduled for the first week of November, and I'm just sorry I won't be there to see this beautiful man in person."

Johnston, who is training six days a week to prep for the shoot, is also looking into reality shows (of course), his publicist Tank Jones told the AP.

UPDATE: Tracy Morgan is now on Twitter (@RealTracyMorgan)!

The netroots effort to get Tracy Morgan to join Twitter (Twacy.org) broke through to the MSM today with a WSJ Digits column.

Twacy.org, a subsite of OMGICU, is being pushed along by Colin Nagy and his colleagues at Attention. Nagy explained over chat, "Hugh is my friend. We're helping him cos we think it's funny."

OMGICU is a socially networked celebrity sighting service run by Hugh Dornbush.

The Twacy movement is burning up Facebook and hashing up Twitter, for example @hmontydoughnuts writes, "'I have to pay my fine in cash. I guess FCC stands for Federal Bunch of Sticklers." Bring Tracy Morgan to Twitter. #twacy".

Mr. Dornbush's video plea is after the jump:

continued...

[WPIX's Larry Hoff (center), a shirtless "FDNY guy" (left) and Harrah Resort's VP Danielle Mohn (right).]

The concept for Harrah Resort's event this morning in downtown Manhattan is somewhat simple: trade in your work clothes for a bathing suit, get photographed, and have a chance to win a free VIP suite at Harrah's. The event is being promoted as an "endless summer party," since Harrah's has a large "tropical oasis glass domed pool," which is open year round. Ok, fine.

The team at agency RF|Binder is working hard, and they've had some good results so far. Managing Director Casey Corrigan tells PRNewser, "WPIX 'PIX Morning News' roving reporter Larry Hoff did live shots all morning to kick off the event. At the opening of the event right now, there is a line 50 people deep to do the challenge and get free rooms, including men with babies."

Of course, a Website has been set up, where people can vote on the "best swimsuit photo." We're assuming that "best" is in the eye of the beholder.