Advertisers try stunts to prompt social sharing, earned media

04/2/2013 | Adweek

Brands such as TNT and Carlsberg and are taking attention-getting marketing stunts -- "prankvertising" -- to new and ever-riskier levels, writes David Gianatasio. Carlsberg called people out of bed at 3 a.m. to prove their loyalty to buddies who supposedly lost money in a poker game, and TNT staged elaborate hoax gun battles in public. Both stunts were organized by Belgian agency Duval Guillaume. "The level of 'over the topness' has definitely risen. Agencies are desperately trying to get people to pay attention in a desperately crowded environment," says Robert Thompson, a Syracuse University professor of popular culture.

View Full Article in:

Adweek

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Senior Manager, Marketing
IAB
New York, NY
Sr. Product Marketing Manager
TRUSTe
San Francisco, CA
VP, Membership Sales
Mobile Marketing Association (MMA)
New York, NY
Director Business and Legal Affairs
The Weather Channel
Atlanta, GA
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY