Is there a publicity stunt that has particularly stuck out in recent memory? By nature, publicity stunts are meant to be a little (or a lot) disruptive, extraordinary, and surprising. They’re meant to make audiences stop and really take notice. While they can be notoriously high-risk (and high-budget), the potential reward is a lot of media and online buzz—and a big boost to your brand awareness. The trick is to get it right.
We’re looking at 27 crazy PR stunts that actually worked—and what to take note from them.
Publicity stunts, aka PR stunts or public relations stunts, are any kind of public stunt or event meant to bring attention to the brand behind it. Some notable examples are Red Bull’s 2012 sound barrier-breaking event and the 2014 ALS ice bucket challenge.
Publicity stunts are closely related to guerilla marketing and have no set rules. They can be small, local gatherings, or big-budget ones that span many countries. However, they all aim to generate public attention and ultimately increase brand presence.
1. Oral-B Drone Deliveries Publicity Stunt
Oral-B delivered packages to customers during the 2020 pandemic, becoming one of the most memorable recent PR stunts.
Early in the 2020 pandemic, Oral-B developed a PR stunt to ensure their brand-new high-tech Oral-B iO toothbrushes could be delivered safely. In August 2020, Oral-B sent a fleet of special delivery drones to deliver toothbrushes to the press and influencers. Over just four days, everyone on the list received their new toothbrushes, with absolutely zero human contact. Not only was the mission a success, but it was also an unusual and welcome sight.
Why it worked: Despite the global panic about the pandemic, this publicity stunt from Oral-B was a winner. It showed a perfect mix of technology and inventiveness in bouncing back and adapting to social distancing guidelines implemented by the government. The overall experience ultimately offered hope for a new normal amid the collective anxiety.
It also showcased Oral-B as a forward-thinking brand that cares about health guidelines—two very positive qualities for a toothbrush brand.
2. The 2014 ALS Ice Bucket Challenge
The 2014 ALS Ice Bucket Challenge is one of the earliest examples of successful online media stunts that went viral.
As mentioned, not all good publicity stunts are limited to in-person events. One of the most memorable recent publicity stunt examples went viral exclusively online: the 2014 ALS Ice Bucket Challenge. If you were online in 2014, there’s a good chance you caught a video or two of people dumping ice buckets on their heads, whether on Facebook, Instagram, or YouTube—it was everywhere on social media.
But that wasn’t just for fun. The challenge was part of a campaign to raise awareness of ALS and get more people to donate to the cause. And it worked: the viral challenge directly contributed approximately $115 million to the ALS Association. To date, it’s still one of the best testaments of the power of online virality.
Why it worked: In 2014, social media was still relatively young and exciting—the perfect environment for a good cause to go viral. However, the ice bucket challenge particularly worked because it made the ALS cause more accessible and palatable to social media’s video-centric, lighthearted nature.
People liked seeing people doing fun things for a good cause and getting their friends involved. Repeat that ad infinitum and you get a formula for online virality (that still works today).
3. Barbie’s Dreamhouse on Airbnb
Guests can actually live as Barbie and Ken in Barbie’s Dreamhouse on Airbnb (hosted by Ken himself).
Who could forget the pop culture phenomenon that was the 2023 film Barbie? More than becoming one of the highest-grossing movies of that year, the film was also a masterclass in movie marketing. Unless you were completely cut off from the online world in the summer of 2023, you may have caught a whiff of one of the film’s many promo stunts leading up to its release.
Barbie’s overall campaign encompassed many strategies, but the biggest of all is the complete recreation of the Barbie Dreamhouse featured in the film, which was actually put up for rent on Airbnb. That’s right—real people could live as Barbie and Ken, extending the film’s experience in the real world. Today, the house is still available on Airbnb (although you may have to join long waiting times).
4. Stranger Things Brings People Into the Upside Down
One of the best features of publicity stunts is their interactivity. They’re not just a billboard you look at and then pass by, or a digital ad you scroll past. They’re real, in-person events you can interact with—and the best ones even shake you out of your daily routine. Netflix has made this a specialty, especially with its flagship show, Stranger Things.
If you’re familiar with the show, you might know its signature sci-fi theme and its concept of “the upside down,” aka an alternate, monster-filled parallel reality. And, in the weeks just before its fourth season premiered, “rifts” to this alternate reality were seen in major landmarks across the globe, like the Empire State Building in New York or Wawel Castle in Poland. They were certainly a sight to behold, whether you were a fan of the show or not.
5. Red Bull’s New Moon Party Event
Red Bull has since made its name on extreme, gravity-defying stunts.
Red Bull is known for its outlandish publicity-generating antics and events. For example, in 2018, it hosted a New Moon Party, where people in wingsuits jumped out of helicopters above the tallest building in Los Angeles.
Surprisingly, this publicity stunt wasn’t all that crazy by Red Bull standards. However, the event caused a stir because the jumpers—fitted with a sparkler mechanism—dropped at sunset, leading those on the ground to believe comets or UFOs were descending on the city.
6. Visible Mobile’s Accidental Typo PR Stunt
Visible Mobile’s turned its typo into a major publicity win.
By definition, a publicity stunt is simply something done to get the public’s attention, and sometimes, that happens by accident. At first glance, Visible Mobile’s advertisement looked like just about any other mobile phone ad you might find in a city. And yet, upon further inspection, where most other providers offer unlimited messages with their services, this ad boasted unlimited massages.
While it’s ideal for publicity stunts to be planned, Visible Mobile took the opportunity to turn a typo into a PR win. Instead of explaining it as a typo, Visible summoned the assistance of masseuses and offered free massages to passersby.
7. Virgin Galactic (Atlantic) Offers Flights to Space
Virgin Atlantic’s publicity campaign was one of cosmic ambitions.
While the air travel industry struggles to stand out and build a strong brand, Virgin excels—so much so that it’s going as far as space. In May 2021, it announced its plans to enter into commercial flights into space. News of the program and the idea that the general public could go to space instantly landed a great deal of press. Excitement has grown further as it became public news that several celebrities have already signed up to go to space.
8. LEGO Donates Toy MRI Scanners to Hospitals
LEGO took a great idea and ran with it, turning it into a full-fledged brand reputation campaign.
In 2022, the LEGO Foundation announced they would donate 600 LEGO magnetic resonance imaging (MRI) scanners to hospitals worldwide. They intended to help children better cope with the often stressful process of undergoing an MRI scan. It was initially conceived as a passion project but eventually spun into a full campaign and research project.
And a successful campaign it was, too. The LEGO sets have since been donated to hospitals in the US, Europe, and China, where they help children better understand the MRI process. While it may not be as unconventional or crazy a publicity stunt, it significantly boosted LEGO’s brand reputation.
9. Tinder’s Dozens of Dupes Date
A New York woman’s headline-making, slightly controversial “mass Tinder date” turned out to be a publicity stunt for the dating app.
In a 2018 publicity stunt, meaning to drive brand awareness, Tinder held a PR stunt in New York City’s Union Square, where one woman invited dozens of unsuspecting men on the same date. The men were unaware that the date would involve many others, so they were surprised when they arrived to see a group of men and their date standing on a stage. The stunt went viral on social media, giving Tinder a lot of free press—and a little controversy.
10. KFC’s Brand PR Stunt Ad Visible From Space
KFC’s Oversize PR Campaign claimed to be the first seen from space.
In 2016, the fast-food chain KFC had the cosmic idea to create the first advertisement that could be seen from space. While most would never see the ad in person, it created a buzz after it found its way onto Google Maps and the Google Sightseeing Blog.
The stroke of genius here was KFC kept things relatively quiet, not sending any press releases or launching any social media campaigns. It was simply discovered organically by people online, making it all the more surprising and impactful.
11. Daytona 500 Comes to New York City
NASCAR’s publicity stunt involved a parked car—and many parking tickets.
Days before the Daytona 500, a NASCAR Sprint Cup Series vehicle showed up in one of the busiest parts of New York City. It remained parked there for three days, collecting tickets and eventually a boot (which had to be custom-made to fit the race car’s tire).
12. Uber’s $63 Helicopter Rides
Uber’s brand publicity stunt elevated the brand to new heights—literally.
Uber took its ridesharing services to new heights when it started offering promotional helicopter rides to Uber users. It started the service in 2012 by chartering Uber helicopter rides from New York City to the Hamptons, giving upscale weekenders a way to get to the beach in style. The concept, while not long-lived, was surprising, though not illogical for a transportation company.
13. Taco Bell ‘Buys’ the Liberty Bell
Taco Bell reportedly “buying” the Liberty Bell caused some initial panic among consumers.
Back in 1996, Taco Bell played a joke on the nation when it submitted press releases to major news outlets—from The New York Times to USA Today—stating that it was purchasing the Liberty Bell. The response was a countrywide outrage at the atrocious idea of a fast food restaurant buying America’s foremost symbol of freedom. It was, of course, a prank, as Taco Bell later revealed.
Pro Tip: Even if you don’t launch a big media stunt like Taco Bell, press releases are still a good way to garner similar public attention and credibility. Press releases also allow you to shape your media narrative and reputation. Use them for announcements like grand openings, product launches, or other newsworthy events.
You can write your press releases yourself, or go our recommended route of hiring a press release service, which can do the writing and distribution for you. Our best pick for small businesses is EIN Presswire, which connects you with media outlets, journalists, and even bloggers and influencers. You can even submit your first press release for free.
14. Reese’s Giant Chocolate Bar Rivalry
Hershey’s broke Snickers’ world record for the largest chocolate bar—gaining free press for both.
In January 2020, there was fierce competition for the world’s biggest chocolate nut bar to celebrate that year’s Super Bowl. At first, Snickers unveiled its largest chocolate bar at 4,700 pounds (the weight of 43,000 single Snickers bars put together).
They were immediately certified by Guinness World Records. However, just two weeks later, Hershey’s broke this record with a massive 5,900-pound Reese’s Take 5 chocolate bar, instantly taking Snicker’s throne.
15. Jaguar’s Fastest Barrel Roll in a Car
Another World Record for free press—this time from luxury car brand Jaguar.
When luxury automaker Jaguar released its first midsize SUV, it decided to make a media splash by teaming up with the Guinness World Records. Jaguar attempted to break the world record for the fastest barrel roll using its new SUV to capture mass attention and show that Jaguar was capable of more than high-end sedans.
16. National Geographic’s Public T-Rex PR Stunt
To get more people interested in their new documentary, National Geographic drove an “injured T-Rex” around London.
In 2015, what appeared to be an injured T-Rex dinosaur strapped to the back of a truck was spotted cruising around the streets of London. Naturally, the bizarre sight garnered a lot of attention from curious onlookers and sparked online discussions around the mystery. It was later revealed to be a PR stunt by National Geographic to promote its new T-Rex exhibition and Jurassic Week.
17. Tesla’s First Car in Space PR Stunt
Tesla (and its founder, Elon Musk) is no stranger to stunts, but even sending a car to space isn’t easy to ignore.
Tesla doesn’t do much advertising, but that doesn’t mean it’s not promoting itself in other ways—including far-reaching publicity stunts. In 2018, Tesla launched one of its Roadster models into space via a SpaceX rocket ship (both brands owned by Elon Musk). The spaceward stunt had a 50% chance of failure, but Musk opted to go for it anyway, landing them boasting rights as the first automaker in space.
18. McDonald’s Women’s Day Flip
McDonald’s turned iconic arches upside down to support Women’s Day.
McDonald’s showed its support for women on International Women’s Day in 2019 by flipping its logo upside down. Consumers around the world were caught by surprise to see the iconic golden arches flipped on their heads. Many were left wondering if it was a prank, causing the PR stunt to gain a lot of press.
19. Genesis Mining’s Staged Bitcoin Protest
Genesis Mining’s staged protest brought awareness to Bitcoin issues—and to the brand.
Protests don’t sound like a PR stunt, yet they’re surprisingly common—and it’s not just about protesting against a rival brand. Companies even stage protests at their events and against their own companies.
For example, the Bitcoin company Genesis Mining staged a protest at the 2018 Consensus Blockchain Conference in NYC. While it sounds counterintuitive, their goal was to gather any press about the event—and therefore some credibility—which they achieved.
20. Virgin Airlines CEO Richard Branson’s Hot Air Balloon Trip Around the World
Modern Day Adventurer Richard Branson’s around-the-world publicity stunt
Virgin Airlines’ famous CEO Richard Branson has proven himself to be something of a PR stunt expert and adventurer over the years, participating in several stunts landing the airline media headlines. One of his biggest ones, however, involved a trek around the world—not in an airplane, but in a Virgin Airlines’ hot air balloon.
21. Frank’s RedHot Digital Spin the Bottle
In celebration of Frank’s RedHot 100th Celebration, they decided to livestream a massive Spin the Bottle party with an online twist. Fans were invited to an online livestreamed event of dares, truths, and surprises—and of course, some fun prizes, including a grand prize of $36,500.
The livestream happened during the night of the 2020 Super Bowl, and viewers from anywhere could participate just by responding to prompts using the competition’s official hashtag. It was a hit with fans, including celebrities, with notable names like Donnie Wahlberg getting into the game.
Why it worked: During the 2020 Super Bowl, almost every viewer was hooked on Frank’s RedHot party game that it pretty much dominated Twitter (now X) conversations—without even running a single ad.
Another particular reason it was so effective was the brand knew that many people were stuck at home during the 2020 lockdowns and were likely looking for something fun to do. Since “Spin the Bottle” is a simple game everyone’s familiar with, they could easily join in.
22. Tinder’s ‘Swipe Right to Adopt a Dog’ Publicity Campaign
Tinder scored positive publicity with its adorable Adopt-a-dog event
In 2022, Tinder used its dating platform in a surprising new way, aimed at connecting singles to dogs available for adoption. The promo stunt was conducted with a US animal rescue organization, creating a feel-good attitude toward the dating app. This was undoubtedly a boon, as the app has long had a reputation for facilitating risqué connections.
23. McDonald’s Grimace Shake (and Birthday Party)
McDonald’s limited-edition purple Grimace Shake in celebration of the mascot’s birthday was an instant TikTok sensation. (Source: @gracemarywilliams on TikTok)
Publicity stunts in this day and age aren’t limited exclusively to the real world. The interactive nature of social media means they can be just as effective online, too. One of the best recent examples of that is McDonald’s recent celebration of its beloved mascot Grimace’s birthday.
To celebrate its birthday, McDonald’s posted several photos and videos of the mascot on social media—including photos of its “childhood.” Most memorably, McDonald’s also released a limited edition purple “Grimace Shake” especially for the occasion.
But that’s not the end of it. The unusual nature of the shake instantly drew attention on social media, and it was an instant viral sensation, particularly among Gen Zs on TikTok. On the platform, the #GrimaceShake hashtag instantly got millions of views, with many users posting videos of themselves with it—of course, tinged with TikTok’s signature off-kilter sense of humor.
Why it worked: McDonald’s may not have orchestrated the #GrimaceShake TikTok trend, but they did recognize its potential as a viral campaign. Releasing limited edition products is nothing new, but the stroke of genius here was by going against the grain of releasing it during national holidays or seasons, but by creating one of their own, helping them stand out all the more.
McDonald’s also had a thorough understanding of their target audience and platform—two key elements in any good social media marketing campaign. It’s one of the best examples of organic promo stunts.
24. Tate & Lyle’s Edible Desserts Hotel
Tate & Lyle’s one-night-only edible hotel drew instant buzz in London and even made the news.
If you own a dessert shop, what better way to promote it than by having people taste your treats? That’s precisely what the British dessert brand Tate & Lyle aimed to do during the release of their new cake line in 2013. But they didn’t just hand out free samples at a stall—instead, they built a full-sized, one-night-only desserts hotel in the heart of SoHo in London.
The hotel was filled floor to ceiling with real, edible desserts, from cakes to macarons, and it was a real, functioning hotel where visitors were encouraged to eat their way through their stay. The desserts were, of course, all made by the brand and showcased the variety they had to offer.
25. Tony’s Chocolonely Gives Free Tickets to Glastonbury 2024
Tony’s Chocolonely gave five lucky winners free tickets to Glastonbury 2024. (Source: Tony’s Chocolonely on Facebook)
Marketing in 2024 and beyond is increasingly experiential. More than just showing and telling, experience is what gets people to remember you, especially in a world dominated by screens and ads. That’s what the up-and-coming Dutch chocolate brand Tony’s Chocolonely leverages in their most recent publicity stunt: hiding five free Glastonbury 2024 tickets in some special edition chocolate bars.
Hiding winning tickets in products Willy Wonka-style isn’t a new marketing strategy. But Tony’s Chocolonely took theirs a step further by partnering with a charity organization, Oxfam, to donate all proceeds for their campaign, further incentivizing customers to join.
Why it worked: Tony’s Chocolonely has built its brand on ethical chocolate production, so when it partnered with a charity organization for its PR stunt, it wasn’t a surprise. It technically leveraged a time-honored marketing campaign (i.e., hiding freebies in products) and added another layer of meaning by partnering with a charity—fully knowing that its target audience of Gen Zs and millennials are increasingly conscious of their spending habits.
Altogether, it illustrates that every good publicity stunt only works with a thorough understanding of your brand and audience.
26. DBS Bank Gives People Free Sailboat Rides
Singaporean bank DBS gives people free sailboat rides in exchange for free publicity.
Who wouldn’t love a free sailboat ride? That’s the kind of thinking that led Singapore-based bank DBS to offer free sailboat rides to anyone, no strings attached, across the country’s scenic Marina Bay. It sounds too good to be true, but it’s real. Anyone, bank client or not, can sign up for a free ride on the DBS sailboats at absolutely no cost.
The kicker here is all the sailboats are decked out in full DBS branding—particularly their sails. That means people walking nearby and admiring the view—and there are often many—can easily spot the DBS boats from miles away. It’s essentially free advertising for DBS every day in a well-populated area.
27. The Blair Witch Project’s ‘Authentic’ Promotions
Finally, we’re ending this list with one of the most defining publicity stunts of the modern marketing era: the promotion of the horror film The Blair Witch Project back in 1999. The promotions for the film at the time were so unlike those of any other, aka the usual movie posters and celebrity press tours.
The Blair Witch Project was different. Instead, it sent out “missing person” posters with its actors’ faces. It even joined online message boards and chat rooms and had its own website. Since this was in 1999, it was pretty remarkable. And in doing so, it laid the groundwork for so many movie publicity campaigns afterward. Sadly, the site is no longer up, but those who witnessed it can probably remember its impact.
Why it worked: What really made The Blair Witch Project’s marketing work so well was it wasn’t just a one-off publicity stunt, but a series of small but impactful campaigns that all worked together in perfect harmony.
Part of that was due to the film’s slim budget—as an indie flick, it couldn’t do big press tours. So they had to get creative. What resulted was one of the earliest and most enduring experiential movie marketing campaigns of the digital age.
Frequently Asked Questions (FAQs)
A publicity stunt is any type of public marketing campaign to garner attention to a brand. They’re one of the most creative marketing strategies and can be anything from in-person guerrilla ads to online viral campaigns. The ALS Ice Bucket Challenge and the Airbnb Barbie Dreamhouse are good examples. Publicity stunts are meant to be a little disruptive and surprising—sometimes even shocking—as long as they get attention.
To create a publicity stunt, first identify your main objective. Is it to amuse or shock people, or just to create hype for an upcoming event? This will guide your stunt’s overall tone. Then, plan your stunt’s concept, taking into account your overall budget. Think from your audience’s perspective. Decide on your stunt’s location(s) and the resources you need, then launch it. You can also hire a PR agency specializing in guerilla marketing for an easier option.
PR stunts are so named because PR stands for “public relations.” PR stunts are meant to capture public attention, whether for an upcoming launch or event or just to bring general awareness to the brand. PR stunts are also known as “publicity stunts,” and they have the sole purpose of making a big splash and getting people to take notice of the brand. They’re often interactive, creative, and even a little disruptive.
Bottom Line
Publicity stunts can be a big risk. But as the examples above show, they can also bring many rewards to your business when done right. PR stunts work primarily because of how they “break the mold” in marketing and stand out. And they’re unlikely to go away anytime soon. Even if you’re a small business, a good publicity stunt can help you make a big splash.
