With customers increasingly drawn-in by engaging experiences combined with the power of social media to spread brand stories, interesting and immersive PR stunts offer a great alternative to expensive digital, TV and outdoor marketing campaigns for retailers. Here are 3 of our favourites from this year.
Diesels Fake ‘Fake’ Shop
At the start of this year a store appeared on New York’s Canal Street called ‘Deisel’, seemingly selling counterfeit goods from the fashion brand, Diesel. However, unbeknown to visitors, the store was actually set up by the real brand as part of a PR stunt. The clothes turned out to be 100% authentic, and not just standard Diesel items, but one-of-a-kind pieces created especially for the stunt. Check out the shoppers’ amusing reactions in the video below and see if you think you would be sucked in by the sales pitch.
37.5 Techologies’ Top of the Rocks Shop
Outdoor brand 37.5 Technology opened a remote pop-up shop 300 feet up on the side of a cliff in Colorado to cater to climbers on the go. The Cliffside Shop was opened by materials maker Cocona Inc, which makes the 37.5 Technology fabric, found in performance brand products like Carhartt, Tommy Bahama, Katusha, Mission, Bauer, Kenneth Cole, Babolat and others. The stunt shop was opened on the Bastille Wall and supplied climbers with apparel from Adidas, Rab, and Point6, allowing them to test the gear in real-time. Though visible from the ground below, the pop-up could only be reached by climbing routes of varying difficulty on the sheer rock face.
Ikea Displays Accessorised with Stray Dogs
An Ikea store in Catania, Italy opened it’s doors to more than customers this winter. Recognising that the perfect accessory to give a showroom a real feeling of home is to invite a furry friend to take ownership, stray dogs could be found sleeping amongst the furniture, finding a safe haven from the winter cold and rain. They were an instant success with customers taking to social media to share pictures. The dogs received daily food and pampering from IKEA’s employees and customers and some dogs even found a family to go home with.
Have you seen any stunts that have taken you by surprise? Let us know in the comments below.