Brand Publicity Stunt: The Little Hip Publicity Stunt Essay Example
The Little Hip Publicity Stunt
Scores of companies use publicity stunt to create awareness of their products and services besides developing associations (Candrasekar, 2010). On June 16, 1910 a local theatre in affiliation with a newspaper company, the Evening Telegraph, drove a tiny elephant through the Salt Lake City streets to promote the Mission Theatre (Stuntman, 2010). The small elephant driven in a classic vehicle attracted huge crowds who flocked the street to have a glimpse of the circus animal. The event was successful because it did not only attract huge crowds but also attracted the public to go see the event at local theatre. In addition, the event left a lasting impression of the Mission Theatre and Evening Telegraph, reinforced brand awareness and created favourable public attitudes.
The Little Hip stunt gained increased media attention. It triggered the public to visit the Mission Theatre to see the small animal. The showmen used the tiny animal driven in a classic car as a marketing tool to lure the public to the Mission Theatre. According to Pfirsch and Sethi (2009), publicity stunt is an important marketing tool that helps in creating successful and effective marketing communication campaign. Thanks to the Little Hip publicity stunt, thousands of people visited the Mission Theatre. The Little Hip event at the attracted media attention and grabbed the attention of the public.
The showmen attained the objective of the stunt, which was to create awareness of the Mission Theatre to the public. The fact the Little Hip stunt attracted large crowds along the City streets besides luring people to visit the Mission Theatre shows that the stunt was successful. Sheedy (2011) asserts that publicity stunts can attract novel customers to a business like bees to a honey pot. It gets potential and existing customers talking, and attracts media attention. Although the tiny animal drove in classic vehicle, publicity stunts are cost effective, as businesses do not have to pay a lot of money the way they do when seeking for celebrity endorsements. Publicity stunt helps business to create a buzz that attracts people to the business.
The public received the humour of having a small live elephant driven in a classic car around the Salt Lake City streets positively. The public viewed the advertisement as genuine, creative and thoughtful. However, Frangi and Fletcher (2002) assert that some attempts to attract the attention of media can do more harm than good. With respect to the 1910 Little Hip publicity stunt, no harm was done to the companies involved. Instead, the stunt prompted the credibility and reputation of both the Mission Theatre and Evening Telegraph. The event was interesting with the media and public considering it attractive and creative. The public did not view the event as creating public nuisance.
The Little Hip publicity stunt was without doubt successful because it attracted huge crowds along the streets and immediate media attention. In the following week, many people visited the Mission Theatre to see the Little Hip’s temporary home. The publicity stunt established awareness of the Mission Theatre firms and influenced the perception of the public towards the firm’s services. Lamd, Hair and McDaniel (2010) confirm that publicity stunts leave a lasting impression through reinforcing brand awareness and creating favourable attitudes.
Source:( Stuntman 2010)
Chandrasekar, C.(2010). Marketing management: Text & cases. India: Tata McGraw-Hill Education.
Frangi, A., & Fletcher, M.(2002). So you want media coverage A simple guide on how to get it and how to handle it. UK: University of Queensland Press.
Lamb, Hair, McDaniel, C.(2010). Marketing 4. K: Cengage Learning.
Pfirsch, P., & Sethi, K.(2015). The art of marketing and PR: Giving you effective tools to build your brand and make your business grow. UK: Brand Now.
Sheedy, M.(2011). The small business success guide. UK: John Wiley & Sons.
Stunman.(2010). Little hop. Stunman. Retrieved from https://stuntmanblog.wordpress.com/2010/07/27/archive-little-hip/
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