Viral Stunt: Kolcraft Pushes Oversized Baby Stroller Test Rides

Contours Baby Stroller Stunt

Viral Stunt: How a Baby Stroller Brand Pushed Adults to Demo

Kolcraft Turns Heads With a Fully Functioning Adult-Sized Stroller


Baby product manufacturer Kolcraft promoted its new Contours stroller system with an experience that every adult (or perhaps just us) has fantasized about at one time or another—a ride in an oversized stroller. In a seven-foot-tall Contours Bliss replica commissioned for the viral stunt, adults were pushed outside Chicago’s Buy Buy Baby retail store and along Michigan Avenue to get a feel for the stroller’s comfort and features while chatting with a spokesperson. The humorous, eye-catching scenes were captured for video content that, after a mere $5,000 in advertising investment on Facebook, went viral.

“Parents can’t test most baby products; they can’t fit into a highchair or swing, so we thought wouldn’t it be a great idea if parents could actually test ride a stroller and we capture their reactions,” says Tom Koltun, president at Kolcraft. “We’re a small company and the success of the program is beyond our wildest dreams.”

Kolcraft has since brought the stroller to local festivals and for appearances on radio programs. It’s also been used as an internal engagement tool. To date, the video has received more than 447,000 views and has been viewed in more than 25 countries. It was also featured on NBC’s “Today” show, ABC’s “Good Morning America” and MSN, among outlets. Agency: Foote Cone & Belding, Chicago.



*This article was originally published in 2016 and is updated periodically



See also:

Namecheap’s Low-Budget ‘Where’s Waldo’ Stunt Goes Viral
• Viral Video Q&A: The Rules of ‘Contagious Content’
Inside JetBlue’s ‘Reach Across the Aisle’ Viral Stunt

Rachel Boucher
Posted by Rachel Boucher

Rachel joined Event Marketer in 2012 and today serves as the magazine's executive editor. Her travels covering the experiential marketing in dustry have ranged from CES in Las Vegas to Spring Break in Panama City Beach, Florida (it's never too late)—and everywhere in between.
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