Idea of The Week: You speed, we pay the ticket?

>The Situation:

At Marketing Dangerously we love guerrilla marketing (obviously). And here’s a brilliant example, courtesy of Mental Floss Magazine (“where knowledge junkies get their fix”). Read on…

>The Idea:

The story involves game maker Acclaim Entertainment of the UK. The idea? The company announced that it would pay all speeding tickets in England on the day they released a new road race game called “Burnout 2.” Naturally, the story was picked up by media all over the country.

>The Risk:

The reaction? People loved it – but officialdom was horrified. A police spokesman demanded that Acclaim kill the deal “because removing the consequences for speeding might encourage people to speed.” (Oh my goodness!)

>The Reward:

But according to Mental Floss, Acclaim never planned to go through with the offer anyway. MF said the company has a history of dreaming up outrageous publicity stunts (like this one) in support of its product releases. “They actually count on law enforcement and city officials to shut down their antics – preferably as publicly as possible.” And officialdom did just that – right on cue! – while Acclaim’s new game was immediately burned into public consciousness. Brilliant.

>The Call to Action:

I want to share more (lots more) stories about publicity stunts like this – whether they fizzled or flew – and – as an incentive, I have a ecopy of my book, “Selling in the (Comfort) Zone,” for any MD reader who is ready to get out of your comfort zone, and share a story like this with me. Any takers?

See you Thursday.


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