8 Unbelievable PR Stunts from Popular Brands 

Let’s dive into some insane PR activations from the leading brands that just shook the marketing world. 

8 Unbelievable PR activations from Leading Brands 

1.  Uber Helicopter Rides for $63 

PR Stunt: Offering helicopter rides from New York City to the Hamptons for $63 for a limited time (2012). 

Plan: 

• • Capitalize on the exclusivity and convenience of helicopter travel to attract high-paying customers and generate buzz around Uber’s luxury services. 

Execution: Partnered with a helicopter company to offer discounted rides during off-peak hours. Promoted the stunt heavily through social media, email marketing, and targeted advertising. 

Result: Generated significant media coverage and brand awareness, temporarily boosting app downloads and bookings. However, some critics commented on the elitism and environmental impact of such PR stunts. 

 
A passenger boarding an UberCopter (Image Credit: Paulo Fridman from Bloomberg) 

Lesson: Bold, unexpected PR stunts can generate buzz, however,  it’s crucial to consider the long-term brand image and target audience. 

2. The Making of Hollywoodland 

PR Stunt: Not technically a planned “stunt,” but the unintended consequence of a 1923 real estate development marketing campaign. 

Plan: 

• • Developer H.F. Whitley erected giant letters spelling “HOLLYWOODLAND” to attract buyers to his new housing project. 

Execution: The sign became an instant landmark, drawing tourists and filmmakers to the area. Over time, the “LAND” was dropped, and “Hollywood” became synonymous with the American film industry. 

Result: Unforeseen PR coup. The sign’s cultural significance far exceeded its original marketing purpose, permanently shaping the image of Hollywood and generating lasting brand value. 

Lesson: Sometimes, the best PR comes from unexpected events and organic cultural impact. It just happens. 

3. Italian Police with the Lamborghini 

PR Stunt: In 2014, Lamborghini gifted a Huracan LP 610-4 to the Italian State Police for highway patrol and organ transportation. 

Plan: 

• • Strategically enhance Lamborghini’s brand image by associating it with safety, public service, and cutting-edge technology. 

Execution: The eye-catching car generated widespread media attention and positive public sentiment. The police used the Lamborghini for high-profile operations and important functions, showcasing its speed and reliability. 

 
The Customized Lamborghini for the Italian Police. (Courtesy: lamborghini.com) 

Result: A successful PR campaign, improved Lamborghini’s brand perception from being seen as  merely a rich mans’ toy to being a vehicle to be trusted in life-and-death situations. boosting sales and solidifying its association with innovation and social responsibility. 

Lesson: Strategic partnerships with unexpected entities can create unique and effective PR opportunities. 

4. Fastest Ever Barrel Roll From Jaguar 

PR Stunt: Achieving a Guinness World Record for the longest car jump with a thrilling 270-degree corkscrew-like barrel roll in a specially modified Jaguar E-PACE. 

Plan: 

• • Showcase the agility, precision, and performance of the E-PACE through a groundbreaking feat. 

• • Partner with renowned stunt driver Terry Grant and meticulously construct a ramp and landing apparatus for the record-breaking attempt.  

• • Modify the E-PACE for optimal safety and control during the barrel roll.  

• • Generate pre-event buzz through media partnerships and social media teasers. 

Execution: At a closed airfield, Grant skillfully navigated the E-PACE onto the ramp, completing a 15.3-meter jump with a breathtaking 270-degree barrel roll, officially entering the Guinness World Records. High-quality footage ( New Jaguar E-PACE | GUINNESS WORLD RECORDS™ Barrel Roll) captured the entire feat from multiple angles, highlighting the car’s impressive capabilities. 

Result: The PR activation earned global media attention and viral online buzz. The video garnered millions of views, propelling Jaguar and the E-PACE into the spotlight. The record-breaking achievement established the E-PACE as a daring and innovative SUV, attracting new customers and solidifying the brand’s reputation for pushing boundaries. 

Lessons:  

• • Audacious feats of engineering and athleticism, meticulously planned and executed, can generate significant positive brand associations.  

• • Partnering with experienced professionals and employing high-quality visuals can maximize the impact and reach of the PR stunt.  

• • Challenging conventional expectations and achieving record-breaking feats can leave a lasting impression on audiences. 

5. Carlsberg’s ‘best poster in the world’ 

PR Stunt: Transforming a billboard into a working beer tap, dispensing free Carlsberg, and claiming it to be “probably the best poster in the world.” 

Plan: 

• • Leverage Carlsberg’s “probably the best” tagline to create a playful and interactive stunt, generating buzz and positive brand association. 

• • Partner with a creative agency to design and build a functional billboard in a high-traffic location. 

• • Utilize social media to promote the stunt and encourage audience participation. 

Execution: The billboard, unveiled in London’s Brick Lane, featured a tap and the slogan “Probably the best poster in the world.” Passersby could easily pour themselves a refreshing Carlsberg, generating surprise and delight. Videos and photos quickly spread on social media, fueled by the hashtag #probablythebest. 

Result: Over 3 million Twitter impressions in just one day, along with extensive media coverage and positive online sentiment. The PR activation perfectly embodied the “probably the best” spirit, showcasing Carlsberg’s quirky humor and commitment to customer experience. The free beer and interactive element fostered positive brand association and encouraged engagement. 

Lessons:  

• • Simple but impactful ideas can achieve significant results if aligned with brand values.  

• • An interactive experience with unexpected twists subtly reinforced Carlsberg’s core product and tagline memorably. 

6. First Car in Space Stunt from Tesla 

PR Stunt: In 2018, Elon Musk’s SpaceX launched a Tesla Roadster electric car into space aboard a Falcon Heavy rocket. 

Plan: 

• • Generate global buzz and publicity for SpaceX and Tesla, highlighting their technological prowess and leadership in space exploration and electric vehicles. 

Execution: The launch garnered widespread media attention, showcasing the car floating through space with Earth in the background. It became a viral sensation and fueled discussions about space travel and electric car technology. 

 
The Roadster with Starman and the Earth in the background 

Result: Mixed, but ultimately successful. The stunt achieved its goal of generating immense publicity and solidifying Tesla and SpaceX’s image as innovative and disruptive forces.  

However, some criticized the environmental impact and questioned the priorities of sending a car into space instead of focusing on Earth’s problems. 

Lessons: Outlandish PR activations can be powerful, but it is also essential to anticipate potential criticisms and ensure alignment with brand values and social responsibility. 

7. Stratos Space Jump from Red Bull 

PR Stunt: In 2012, Austrian skydiver Felix Baumgartner, sponsored by Red Bull, jumped from a helium balloon 39 kilometers (24 miles) above Earth, breaking the world record for freefall distance and speed. 

Felix Baumgartner’s supersonic freefall from 128k’ – Mission Highlights 

Plan: 

• • Push the boundaries of human endurance and technology, demonstrating Red Bull’s association with extreme sports and innovation. 

• • Generate global media attention and brand association with daring and adventure. 

Execution: Years of meticulous planning went into the Red Bull Stratos project, involving custom-designed equipment, extensive training, and collaboration with NASA. The jump itself was broadcast live to millions worldwide, capturing the world’s imagination. 

Result: Unprecedented success. The jump achieved its goals, setting new records, generating massive media coverage, and solidifying Red Bull’s image as a daring and innovative brand. It also boosted brand loyalty and sales, positioning Red Bull as a leader in pushing the limits of human potential. 

Lessons: High-risk, high-reward PR activations can pay off immensely when executed meticulously and aligned with brand values. 

8. Around the World Stunt from Richard Branson 

PR Stunt: Throughout his career, Richard Branson has attempted numerous record-breaking hot air balloon journeys, including crossing the Atlantic and circumnavigating the globe. 

Plan: 

• • Capture global attention and build brand awareness for Virgin Group through daring and unconventional feats in a balloon with Virgin branding. 

Execution: While Branson never quite achieved his world circumnavigation goals, his attempts were often dramatic and suspenseful, attracting media attention and public interest. Even failed attempts generated buzz and showcased his audacious spirit. 

Result: Long-term success. Branson’s balloon exploits cemented his image as a fearless entrepreneur and built lasting brand loyalty for Virgin Group. His “Screw it, let’s do it” attitude resonated with audiences and fueled Virgin’s reputation for innovation and adventure. 

Lessons:  

• • Persistence and a willingness to take risks can pay off in the long run, even if initial goals are not met.  

• • Building a consistent brand image and connecting with target audiences through shared values are key to sustainable PR success.  

When PR Stunts Get Goofy – 3 Spectacular Bloopers  

There are times when a PR campaign can go haywire. Let’s understand why: 

• • If you are running a campaign out of sheer disrespect for your competition, it will send the wrong message and will backfire eventually. 

• • When you don’t have cultural awareness on sensible topics and downplay any social issues, it will show and it will not go down well with the masses. 

• • Being authentic and respectful always saves a day. You should be very careful who you partner with for any PR activation. 

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1. Microsoft Surface Launch Event 

PR Stunt: Burying a MacBook Air in a coffin to metaphorically “kill” its rival, the Microsoft Surface Pro 2, at its launch event in 2017. 

Plan: 

• • Boldly position the Surface Pro 2 as the superior device and grab attention in a crowded market. 

Execution: Mourners in funeral attire lowered a coffin containing a MacBook Air into a dug-up plot, while a voiceover praised the Surface Pro 2’s features. 

Result: Backfired spectacularly. Critics slammed the stunt as disrespectful, immature, and in poor taste. It overshadowed the Surface Pro 2 itself and generated negative publicity for Microsoft. 

Lessons:  

• • Aggressive or offensive tactics can backfire, harming the brand image and alienating customers.  

• • Focus on positive differentiation and respect is crucial. 

2. Pepsi’s “Peace, Love, and Pepsi” Ad 

Ad: The “stunt” of this was all in the surprise celebrity cameo even though it’s an ad and not strictly a physical activation, however, the learnings are significant to contribute to a successful PR stunt. 

In this ad, reality superstar turned model Kendall Jenner joins a protest march and then offers a can of Pepsi to a police officer to signify unity and peace, aired in 2017. 

Plan: 

• • Address social issues like racial injustice and police brutality in a hopeful and unifying way, connecting Pepsi with social progress. 

Execution: The ad’s tone-deafness and appropriation of real-world struggles were heavily criticized. People saw it as exploiting sensitive issues for marketing gain and trivializing complex social movements. 

Result: Immediate backlash and widespread condemnation. Pepsi quickly pulled the ad and apologized, avoiding further damage. 

Lessons:  

• • Emphasis on cultural awareness is vital when addressing sensitive topics.  

• • Brands should avoid appropriating or downplaying serious issues in their marketing efforts. 

3. KFC’s Fyre Festival Fiasco 

PR Stunt: Partnering with Billy McFarland to promote a luxurious music festival in the Bahamas in 2017, with extravagant promises and celebrity endorsements. 

Plan: 

• • Generate massive buzz and establish KFC as a trendy and adventurous brand. 

Execution: Guests arrived to find disaster zones lacking promised amenities and luxurious accommodations. The event was rife with logistical failures, inadequate food, and misleading advertising. 

Result: Public outcry and online shaming exposed the fraudulent nature of the event. KFC quickly distanced itself and issued apologies, but the damage to its image was significant. 

Lessons:  

• • Vetting partnerships and ensuring realistic promises are crucial. 

• • Authenticity and transparency are key to building brand trust. 

• • Overhyped and misleading marketing can lead to disastrous consequences. 

These examples showcase the importance of careful planning, sensitivity, and responsible execution when it comes to PR stunts. Understanding your target audience, aligning with brand values, and avoiding offensive or misleading tactics are crucial for preventing embarrassing and damaging PR blunders. 

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