Top 10 Best Marketing Pranks 2013 (Video)
December 18, 2013
Call them "adverpranks," "prankvertising" or just plain branded pranks.
Whatever the name, we love them - and from the volume of pranks pulled in 2013, it seems an increasing number of brands are finding it can pay big to play tricks on customers so other people can laugh at them.
Of course, having fun at other people's expense means the risks are high, the possible backlash profound. So how do brands punk their customers for fun and profits?
Very carefully.
To that end, 10 of our favorites from world of it's-always-April-Fool's-Day advertising this year.
What initiatives made your list? Share them - and let's discuss the merits of what has to be the sleeper marketing approach of the year.
10. UK Department of Transport: Shocker
Pretty powerful stuff. This stunt is designed to drive home the dangers of drinking and driving - and does it in an undeniably, irrefutably powerful way.
9. Benjamin Moore: Scaring the Paints Off Contractors
Benjamin Moore Paint pulled this prank just before Halloween. At the time, some suspected this was a fake – how many painters can you line up after-hours in a remote location? But if legit, this is a nice, harmless way to have your trick and treat at the same time.
8. Pepsi Max: Magician Levitates on a London Bus
Don't try this at home, folks. Sure, Coca-Cola may have been chastised for what some call a misleading TV spot about what it takes to burn off a can of cola. But if UK-based magician Dynamo is any indication, Pepsi Max seems to be suggesting it will have you feeling lighter than air in no time. In this outdoor stunt - part of Pepsi Max's #LiveForNow campaign - Dynamo seems to levitate on a London bus as it drives through crowded streets - and Londoners seem to be as thrilled as can be to find something to pass the time in the days before the birth of the royal baby. I never did hear if they were passing Pepsi Max around the palace when the little guy finally arrived.
Virgin knows how to turn heads - and make people's days. Not that it was without risk. As at least one pub points out, there may be some downside to suddenly assaulting a pedestrian with a ruckus when all they were hoping to do was take a respite from their "soul crushing day." Of course, reactions from catching the right people at the right time are half the fun of initiatives like this, which won a Silver Lion in PR at Cannes. Yet for all the excitement, it's the tag at the end of the video that I like best.
6. LG Monitors: ‘Stage Fright’ in Men’s Bathrooms
If you thought LG's elevator shaft and meteor strike pranks were scary, just wait until you see this. According to Mashable, this little initiative comes courtesy of the brand's UltraWide monitors, which were strategically placed above urinals in Amsterdam to show off the devices' lifelike colors - and just how many hues of red it can bring to men's faces. Average stage fright delay: 16 seconds. Failure to launch rate: 26%. Hilarity score: Approaching 100%.
In this amazing prank, Nivea put unsuspecting people waiting for airplanes in the unenviable position of being made out to be criminals on the run. They may need to throw in some all-expense-paid heart surgery after this one, too.
I got about half through before I realized how they were pulling this off. A very nice bit of viral promotion for the DVD release of 'Star Trek: Into Darkness.' I just wish one of the participants had been beamed back as Leonard Nimoy.
3. Sony Pictures: ‘Carrie’ Telekinetic Surprise
I freaking love this prank for the recent "Carrie" remake (YouTube video above). It's unclear from the video how the innocent passersby were dialed into the ad message before running out the door. Of course, given that they'd have to sign releases, I take it they got the point of the prank somehow. And as a viral video: GEN WOW indeed. It would have scared the crap out of anyone.
2. Honda: #StartSomething Special Wedding Day Prank
Just try to keep tears from being jerked when you view the brand's recent wedding day prank, which is part of its “Start something special” campaign. The bride-to-be’s family owns a number of Hondas, and even asked a local dealership for three CRVs to help with the wedding festivities. As Adweek puts it, they got a lot more than they expected - to the point that the brand may have upstaged the nuptials. But as a stunt, this one drives home an emotional bond between consumers and their favorite brands. Very nearly made our #1 spot.
That honor, however, goes to the prank that knocked all of our stockings off earlier this month: An epic promo from Canadian airline WestJet, which asked passengers about their holiday wish lists as they boarded a plane - and then had those gifts delivered to the baggage carousel at the passengers' destination.
These last two picks are instructive. As fun as it can be to reach out and freak someone, kindness wins out every time.
NEW: JOIN OUR LINKEDIN GROUP
Like us on Facebook
Follow us on Twitter
Listen in on iTunes
Comments