EXTREME BRANDING

When Brands Go Too Far: 10 Unforgettable Marketing Stunts

Image: Joshua Earle

In the competitive world of marketing, sometimes a little creativity goes a long way. Over the years, brands have pulled off some truly outrageous stunts to capture attention, generate buzz, and solidify their place in the minds of consumers. But sometimes, brands take things a bit too far in their quest for sales.

Join us on this roller coaster of bizarre marketing stunts and sales strategies that pushed the boundaries of conventional advertising.

Image: Documerica

Famous American showman and businessman P.T. Barnum was a pioneer of unconventional marketing, often staging bizarre stunts that would attract thousands of onlookers. In 1883, during the inauguration of the Brooklyn Bridge, he led a parade of 21 elephants, including Jumbo—his beloved African elephant—across the newly constructed bridge. The spectacle garnered widespread attention, reassuring New Yorkers of the bridge’s safety while promoting his own shows.

Image: Kamil Pietrzak

Red Bull has made a name for itself associating with crazy stunts and extreme sports. In 2012, the energy drinks brand orchestrated one of the most daring marketing stunts in history with Felix Baumgartner's supersonic freefall from the edge of space. The Red Bull Stratos mission saw the Australian daredevil jump from a helium balloon at an altitude of 128,000 feet, breaking world records and capturing everyone’s attention.

Image: tommao wang

While IKEA is not very keen on young pranksters who seemingly love to hold secret sleepovers in their stores, they could not resist the temptation of making their own slumber parties. The Swedish furniture chain gave shoppers a once-in-a-lifetime opportunity to spend the night in one of their showrooms as part of a marketing campaign. The lucky customers were treated to a sleepover complete with games, massages, and breakfast in bed, turning a mundane shopping trip into a memorable experience.

Image: Josue Canales Tecuatl

As part of their advertising campaign "Get chicken just the way you like it", Burger King's Subservient Chicken website allowed users to control a person dressed in a chicken costume through what looked like a live webcam feed—but was actually pre-recorded footage. The interactive experience quickly became viral, capturing the imagination of internet users and generating tons of buzz for the fast-food chain.

Image: Norman Tsui

In Japan, Domino's Pizza once experimented with delivering pizzas via reindeer during the holiday season. While the reindeer delivery program seemed like a great idea in Hokkaido’s extreme blizzard conditions, the stunt was short-lived and faced many logistical challenges—according to Domino's, controlling reindeers is no walk in the park. However, the failed stunt still managed to capture the festive spirit of the season and garnered widespread media coverage.

Image: Rosie Sun

A pioneer of the found-footage genre, The Blair Witch Project didn’t just shock audiences on the silver screen, but also revolutionized movie marketing with its guerrilla tactics, which included fake missing persons posters and a mysterious website presenting the film as a real documentary. The viral marketing campaign generated immense curiosity and propelled the independent film to massive success.

Image: Michael Fousert

In 2019, Airbnb offered a once-in-a-lifetime opportunity for guests to spend a night inside the iconic Louvre Museum in Paris. The exclusive sleepover was part of the celebrations of the Louvre Pyramid’s 30th anniversary and allowed lucky winners to enjoy a private tour, gourmet dinner, and an overnight stay in a custom-built small version of the famous entrance to the museum.

Image: Dele Oke

In 2013, as part of their "Have a Break" campaign, KitKat built their own "bus stops" in the cities of Amsterdam and Utrecht, complete with a bench where people could just sit and take a moment for themselves. And if they waited long enough, they would win a free Nexus 7 tablet, just for sitting there!

Image: SpaceX, CC0

In a move that epitomized Elon Musk's flair for the dramatic, SpaceX launched a cherry-red Tesla Roadster into space aboard the Falcon Heavy rocket. With a mannequin in a spacesuit dubbed "Starman" at the wheel and David Bowie's "Space Oddity" playing on loop, the stunt captured the whole world's attention, simultaneously promoting both Tesla and SpaceX in a bold and exciting way. And the funniest part is that the cutting edge car will now be orbiting the Sun for millions of years!

Image: Ruud de Peijper

A message in a bottle might seem like a poor way of getting someone’s attention if you are in a pressing situation, but not for Guinness! In a series of marketing campaigns that took place in the 50s, the Irish beer company dropped hundreds of thousands of sealed bottles in the middle of the ocean. Each bottle contained a message asking the finder to write to Guinness Exports, reporting the location and date of the find. To this day, the bottles are still washing ashore, and are worth quite a lot as Guinness memorabilia if left unopened.

LUNAR LORE

To The Moon and Back: The Stories Behind 10 Sayings Involving The Moon

Image: Mark Tegethoff

Romance, delusions, and time measurements. All of these loom behind the idioms involving the Earth’s natural satellite. The moon has been a source of inspiration for poems, stories, and songs since ancestral times, its image recurring in our language as a symbol of beauty, grandeur, and ambition. Why have we attributed so many different meanings to it? In this article, we’ll explore some well-known and some more obscure idioms involving the moon, shedding light on how they came to be and why they have persisted.

Image: Kiel Salazar

We all know that this phrase is used to describe events that happen very rarely. But what is a "Blue Moon"? Nowadays, we use the term to refer to the second full moon that we can see within a calendar month. Since moon cycles last about 29.5 days and months last around 30, it is unusual for a month to include two full moons. According to NASA, this phenomenon occurs once every two to three years.

The line was first used metaphorically in 1821, in Pierce Egan’s play called Real Life in London. However, this first use might have been referring to the more literal phenomenon of the moon appearing visibly blue because of atmospheric events, like fires or volcanic emissions.

Image: Javier Allegue Barros

If some of these idioms sound like they belong in an illustrated nursery book, it’s because they do. Describing someone in a state of delight as being "over the moon" began in the nursery rhyme "Hey Diddle Diddle," which first appeared in records in the 16th century.

The rhyme’s brief lyrics are cryptic, and historians can’t agree on their meaning. But the image it features of a cow jumping over the moon was memorable enough to give birth to the idiom. It became widespread in the 20th century, often used in British English to express giddy happiness or joy.

Image: Rakicevic Nenad

It is unclear how or when this expression originated. But we know it gained popularity in the mid-20th century, that is, during the space race era. Some believe that the saying gained momentum after the successful Apollo moon landings, as it served as a motivational slogan. The phrase is used to encourage others to accomplish great things, or to describe someone's ambition of "reaching for the moon."

A sibling expression is "shoot the moon," or "hit the moon," which refers to achieving a challenging feat. In card games, "shooting the moon" describes strategies by which players aim for high or low scores.

Image: spoot

Beware of someone who promises you the moon, be it a partner, a salesman, or a politician. The expression serves as an accusation of a charlatan or a liar pledging to accomplish extravagant or impossible acts. The use of the line dates back to at least the early 20th century, when, again, influenced by the space race, many began fantasizing about reaching the moon, exploring it, and harnessing it. Alternatives to this saying are "promising the Earth," "the world," or "the stars," each one as unattainable as the last one.

Image: Mark Zamora

This one too originated in children’s literature. Born from the habit of competing for hyperbolic measurements to express the size of one’s love. "I love you to (name of a far-off place)" was already a popular construction before Sam McBratney’s book solidified this particular line.

Guess How Much I Love You was published in 1994. In it, a little hare and his parent take turns stretching their arms wider and wider to show their love for each other. Eventually, the distances start measuring from "I love you all the way down the lane as far as the river" to the little hare’s "I love you right up to the moon." After he falls asleep, the parent whispers, "I love you right up to the moon… and back."

Image: Brody Childs

The expression might be old-fashioned or theatrical, but we all understand it. As a synonym for a "long time ago," it can either refer to a daily moon or moon cycles. In either case, the expression is usually chosen to dramatically refer to a time many years in the past.

We know that, for millennia, the appearances of the moon have been used to track time. In fact, the words "moon" and "month" share very similar roots; in Proto-Germanic language, they were menon and menoth, respectively. Tracking a full moon cycle thus came to mark a full month. "Many moons ago" is a reference to an ancient way of counting days and weeks.

Image: pics4cwolfe

This construction might be the opposite of "promising the moon." When someone is "asking for the moon," they are demanding an unachievable or some unreasonable, high-value goal. It’s used to describe impractical fantasies or whims.

Just like "promising the moon," it is a hyperbolic idiom. It might have been born in the 1800s, with slight variations. Its use can be found in Charles Dickens’ 1852 Bleak House as "crying for the moon" and in William Makepeace Thackeray’s 1860 Lovell the Widower as "wishing for the moon."

Image: Valery Sysoev

Believing that someone "hung the moon" means to see them as impressive or godlike, capable of superhuman feats, like having been the one to hang the moon. This is an expression used to describe great admiration, believing a person can do no wrong. It’s an exaggerated way of expressing high regard.

Unusual or outdated as it is, the idiom caught on in the U.S. during the 20th century. Its origin is unclear, but it was first recorded in Randolph & Wilson’s gallery of folk speech called Down in the Holler. In it, they compare the expression "she thinks he hung the moon" to "she thinks he’s God’s own cousin."

Image: Elio Santos

The resemblance between a full moon and a cheese wheel is not something that modern cartoonists invented. It’s an image that has lived in the collective unconscious for centuries, at least. The comparison was already mentioned in The Proverbs of John Heywood, dated from 1546. There, Heywood wrote the expression "to make one believe the Moon is made of green cheese." Since then, the saying has been used to accuse blatant lies or deceptions, often said with sarcasm to point out that the truth is far from what was just said.

Image: Federico Di Dio photography

It’s also known as "howling at the moon." In both cases, it implies that some complaint or discussion is futile. The origin of the phrase is linked to folklore and the belief farmers developed that wolves and dogs tended to bark at the moon. In reality, the reason why a dog might be more likely to howl during a full moon is simply that there is more light outside, which can trigger their excitement. The expression became popular to describe the efforts of someone wasting their energy on attempts to change someone’s mind or revert a situation through words.