This spring break students in Panama City Beach, Florida and South Padre Island, Texas experienced BIC razors through “The BIC Shave Experience”. This campaign was created with the hope that these college students will turn into loyal customers down the line. At these spring break destinations the BIC brand was all over. There were brand-relevant games and shaving events on the beach. Select hotels even distributed sampling kits.
The “BIC Shave Experience” was a place where men and women could get shaved by licensed barbers and cosmetologists. The females got a smooth shave with the BIC® Soleil Bella® razor. Men could have their chests or heads shaved into BIC logos or shapes.
In addition to the events BIC placed its messages in the surrounding hotels. They used elevator wraps, posters in the hotel lobbies and branded keycards. When the spring breakers checked in they were given samples of the razors.
This consumer experience was produced by Brand Connections, a NYC marketing and media company. The company chose to put this event on during spring break because it allows for a high concentration of 18-25 year olds. The experience took place from 3/3-3/7 and 3/19-3/23 in FL and 3/11-3/15 in TX.
ABOUT BRAND CONNECTIONS
Brand Connections (http://www.brandconnections.com) is an independent global marketing and media company that creates Branded Consumer Experiences™ by integrating digital and venue-based product experience networks for national and global brands. Founded in 2001, Brand Connections has connected hundreds of Fortune 500 brands with more than 2 billion customers by reaching them when they are in the right frame of mind to engage with brands. Brand Connections is expert in trial-generation; tactics include product sampling and experiences, targeted out-of-home media, experiential marketing, retail activation and digital and social media integration. Brand Connections is majority owned by Veronis Suhler Stevenson (VSS), a leading media and communications private equity firm.
BIC Consumer Products USA (http://www.bicworldusa.com) is a leading distributor of stationery products, lighters and shavers. Since its founding more than 50 years ago, BIC has honored the tradition of providing high-quality, affordable products. Through this unwavering dedication BIC has become one of the most recognized brands in the world today, delivering “More for your money…Always!”
Virgin group founder, Richard Branson, is known as the king of publicity stunts. Each stunt is bigger and better than the previous one. For throw back Thursday I am going to talk about a stunt Virgin group did for Virgin Cola back in 1998. To kick off the launch of Virgin Cola in the US, Richard Branson drove a tank down Fifth Avenue and then “blew up” the Coca-Cola sign in Times Square. Branson expected many years worth of feuds with Pepsi and Coke for the best soda drink. Unfortunately sales of Virgin Cola fizzled out. Now the drink can mainly be found on Virgin Atlantic flights.
Today Richard Branson and Virgin Group are still one of the leaders in publicity stunts doing everything from jumping off casinos to being the fasted to cross the English Channel. Now many other companies are trying to keep up with them.
PR stunts or publicity stunt by dictionary definition is an event to get public attention for marketing purposes. When I think of a PR stunt I see people standing around staring at a giant object oohing and aahing. I know I would stare if I saw and M&M statue of liberty floating down the Hudson River. Would you?
M&M replica of the Statue of Liberty
These stunts are meant to be memorable and get people talking about them. They tend to be an event that is bigger and better than anything that has been done before. A lot of the time Guinness world records are broken by PR stunts.
Estée Lauder set a new world record in October of 2010 for the most amount of landmarks illuminated for a cause in twenty-four hours. They illuminated thirty-eight landmarks pink in several different countries to promote breast cancer awareness.
Federation Square, Australia
Empire State Building, NYC
Natural Balanced Pet Foods created the world’s longest float in the Tournament of Roses parade. The float even had a wave pool with surfing dogs.
Natural Balance Pet Foods Float
With more and more companies aiming to break Guinness world records it makes me wonder if having a world record will become so common it will no longer be extraordinary. Any company can hire the people from Guinness for about $5,000. That doesn’t seem that expensive if it creates a buzz for the company. I remember reading all about the different world records when I was a kid but I do not think this is as popular today. I wonder if they even still publish a book each year with the records or if it is only online. I find PR stunts fascinating and hopefully they will begin to become more popular in the next few years.