With the growth of digital platforms and the interconnectivity it brings to our lives, is the day of a real-life PR stunt that makes you go “WOW” gone?
Take the age-old tradition of T.P.’ing – covering a house or structure with an artful display of toilet paper – it’s gone digital. I came across a campaign from Cheetos yesterday called Chester’s Project T.P., A Digital Toilet Paper Takeover of the World.
Although amusing that I T.P.’d my home with the help of Chester, the short interaction got me thinking about the impression a digital campaign leaves on a valued customer. It took me about three minutes to type in my address, identify my house, T.P. it and share my work through Facebook, but did I really converse with the company or build a relationship with the brand? If I stumbled upon a real-life T.P. project on the streets of San Diego, would I have a chance to interact on a more personal level with brand ambassadors and take part in an activity that would leave a more lasting impression on me?
A shocking stunt in real-life or an interactive digital experience can be effective in reaching certain goals, but marketers should remember to place emphasis on building relationships with participants.
Have you seen a recent PR stunt or digital campaign that you thought was executed well? Share it with us here or on our Facebook page.
If you haven’t T.P.’d a friend’s house yet, give them a little treat this Friday: https://www.project-tp.com/.