Stunts

Press Events: Milk-Bone Builds World’s Biggest Dog House To Celebrate 100 Years
To celebrate it’s 100-year anniversary and to kick off it’s 14-city cross-country tour Milk-Bone on May 21 hit Times Square with a one-day media blitz that included celebrity appearances pet psychic paw readings dancing dog demonstrations a $1 million charity donation and an opportunity for pooches and their people to come by for a sample—all inside a 480 square-foot dog house covered in 100 000 Milk-Bone biscuits.

When the Cartoon Network set out to promote “Aqua Teen Hunger Force” with a 10-market guerrilla marketing effort the company never could have imagined the publicity the stunt would get.

Guerrilla marketing has long been a successful b-to-c tactic for marketers wanting to get their message across in a unique and exciting way. But don’t assume that all the fun is for consumers. The same aspects of guerrilla that make it such a success with consumers translate in b-to-b as well. Four tips for making guerrilla a component of your overall marketing strategy:

The WE network’s cake-covered brides are back baby. And this time they’re madder—and hungrier—than ever. To recap the network generated buzz for reality show “Bridezillas” in 2005 with a find-the-cash-in-the-cake stunt (brides fought tooth and manicured nail through a 15-foot three-tiered cake for a shot at $25 000) and in 2006 by challenging women with an obstacle course and climbing wall covered in eight inches of frosting.

Kiwis (that’s slang for New Zealanders) love their Speight’s Gold Medal Ale. So when an ex-pat named Tim Ellingham lamented to the beer maker that he couldn’t get his favorite lager in London the brand decided to ship it to him—in a custom-built fully operational Speight’s brew pub riding atop a cargo ship. It’s the beer’s first expansion into the international market.