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Out-Of-Home Guerrilla Marketing Strategy: Publicity Stunt - PowerPoint PPT Presentation

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These Attack! case studies demonstrate how using publicity stunts can help you transform any environment into an entertaining non-traditional advertisement that will stop the public in its place!

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Out-Of-Home Guerrilla Marketing Strategy: Publicity Stunt

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Publicity Stunts

“When Done Right, It’s a Remarkable Feature”

Mobile Media

Flyer Distribution

Costumed Characters

Brand Ambassadors

Bi-lingual Staff

Presented by Attack! Event Staffing, Field Support & Guerrilla Services


How Publicity Stunts Work?

When Done Right, It’s a Remarkable Feature

Attack! creates and stages stunts that speak to your brand’s vision while attracting the right media attention. From the drawing board to post-event reporting, Attack! has the experience to ensure valuable stunt execution for your brand.

CoSometimes an over-sized, furry character is just what the doctor orderedstumed Characters


The Westin Hotel: Zen Garden


  • Promote the rejuvenating and renewing experiences of a Westin Hotel stay.

Winning Strategy

A local Zen artist designed a 70 ft x 70 ft garden in Union Square.

City-goers watched the artist work while friendly staff answered questions and distributed brochures on the Zen Master, the Zen Garden and The Westin’s revamped décor.


  • Media Attention
  • Staffing
  • Event Logistics
  • Flyering


  • Appx.12,900 people walk through Union Square each weekend
  • Over 3,000 fliers distributed
  • Overall campaign included more than 2,754 media placements

VISA: Bastille Day


  • Drive traffic to and the 2007 Rugby World
  • Championships in France.

Winning Strategy

A grass rugby field, players performing rugby moves, costumed brand ambassadors, and branded Segways created an authentic rugby match feel in Downtown San Francisco. 

An emcee/ ‘coach’ character interviewed the public and officiated prize contests throughout the day.


  • “Attack! handled everything from permits to fabrication, from staffing the event and costuming the team to facilitating branded Segways.  Attack! delivered creativity, tremendous resourcefulness and great communication."  Jane Thompson, Bite Communications


•  500 entries to win signed, branded rugby balls•  Website featured in the Wall Street Journal•  10,000 fan-with-a-plan flyers distributed•  70% Increase in web traffic


Virgin Atlantic: Premium Coffee Experience


  • Virgin Atlantic needed to create buzz around the launch of their new Premium Economy class.

Winning Strategy

Over five days in Manhattan, trained Brand Ambassadors engaged with consumers in target business locations.

Uniformed teams offered complimentary premium coffee enhanced with syrup flavors to bring the product position, “a lot more for a little more,” to life.


  • Street Teams
  • Jet-Pack Coffee Packs
  • Publicity Stunts
  • Guerrilla Marketing Projections
  • Flyering


  • Increased awareness of the Virgin Atlantic Premium Economy brand
  • Distributed 3,000 mint tins to target market
  • Distributed 4,500 branded cups of coffee to target market

Dockers: Four Wearing Occasions


  • Dockers needed a way to draw attention to their newest marketing campaign, “Dockers Four Wearing Occasions.”

Winning Strategy

Attack! executed a pop up performance in Downtown

San Francisco.

The famous “Quick-Change” artist sperformed and officiated a Dockers outfit contest. Winners received a free set of Dockers pants.

The program was supported by heavy street-team flyering.


  • Pop up Performance
  • Project Management
  • Flyering
  • Contest
  • Street Teams/ Promotional models


  • News media coverage
  • 5000 flyers distributed
  • 10,000 brand impressions

Safeway: Eating Right


  • Drive awareness of “healthy diet alternatives” and create a positive buzz around Safeway's “Eating Right” line of products.

Winning Strategy

Attack! promotional models attended the 2008 San Jose Rock ‘n’ Roll Half-Marathon.

Brand ambassadors provided personalized photo keepsakes in exchange for email addresses and other consumer data.

Costumed characters cheered and educated runners on the benefits of an “Eating Right” diet on race day.


  • Costumed characters
  • Consumer data collection
  • Photographers/ green screen experts
  • Brand ambassadors
  • Sampling/Personalized premiums


To view a video of the event, please visit:


Radio Shack: Netogether


  • To secure world-class emcees capable of driving participation in RadioShack’s Summer Netogether brand event.

Winning Strategy

Attack! conducted a nationwide search for professional emcees to host a 3-day live simulcast event in New York’s Time Square and San Francisco’s Justin Herman Plaza.

The event connected the cities with 2 massive, 17-foot laptop computers equipped with webcams to allow live video and audio exchanges.

Emcees hosted the Netogether featuring live music, celebrity appearances and unique contests to demonstrate how technology can keep people connected - even 3,000 miles apart.


  • Over 20,000 event visitors
  • Professional event emcees
  • Special performance by The Roots
  • Multiple celebrity appearances
  • 17ft laptops connecting the two cities

Horizon Media: Mock Protest


  • Stand out in a pool of competitors up for review with, Inc.

Winning Strategy

Attack! staged a mock protest in front of the headquarters in Las Vegas, Nevada.

Promotional staff wore bright yellow shirts and held “” signs.

A website was set up to pitch Horizon Media’s list of reasons for being Zappos’ top pick.

The “Yes on 23” messaging reinforced the company’s #23 spot on the list of potential agencies up for review.


  • Mock protest
  • Publicity stunt
  • Client satisfaction with team’s execution
  • Friendly and enthusiastic street team

MORE Magazine: Hold It!!!


  • Celebrateand generate interest in More Magazine’s October 2008 issue, featuring cover-lady Michelle Obama.

Winning Strategy

Participants held More Magazines and froze in various “street

commuter” positions for five minutes.

Photographers and videographers were on-hand to capture the stunt.

Thousands of YouTube views.


“People on the street stopped, stared and engaged. The video

lives on via You Tube -- thousands of views and counting. I'm so

happy we were referred to Attack!"

MarielaAzcuy,Director of PR, Meredith Corp


To view a video of the event, please visit:


Thank You!

Contact us for more information on Publicity Stunts

Jeffrey Lee

Office: 323-454-4472 ext: 231