We could all learn a marketing lesson from the Miss America pageant, which debuted back in 1921 as a stunt to draw tourists to Atlantic City after the high season.
It’s proof that no daredevil is required for stunt marketing, which is anything unusual or spectacular done to gain publicity or generate buzz.
In Sydney, Australia, the Aussie Coffee Festival created a 20-by-13 foot replica of the Mona Lisa out of coffee. The obscure coffee festival created a whirlwind of international buzz by using good old-fashioned ingenuity with little financial investment .
Why was it so effective? The stunt aligned with what festival organizers understood about prospective participants – upscale with an appreciation for fine art.
It’s easier to create an effective stunt if awareness is the only goal. With a complex message, more skill and creativity are required.
