Читать книгу Explosive PR. Secrets of Outrageous PR-Stunts from Russia with Love for Positive News - Igor Szucs - Страница 5
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Raccoons Ransack an IT shop
ОглавлениеWe trained raccoons and used an alleged candid camera to film them moving our client’s boxes over the office with Internet boosters. We placed our client’s logo in the frame: https://www.youtube.com/watch?v=ZnuE9IhQYjk
After that, we sent an animal tamer to the shop while broadcasting the news that raccoons had ransacked the shop, spoiled the products, and it was a real nightmare. The animal tamer learned about our interpretation of events from the news and seemed to be a bit concerned, but that’s about all.
Meanwhile, the news went viral, first on national and then on foreign networks:
https://www.rt.com/news/254993-raccoons-destroy-office-moscow/
http://360tv.ru/news/dressirovannye-enoty-isportili-internetoborudovanie-v-magazine-yota-20465/
http://ren.tv/novosti/2015-04-29/enoty-ustroili-debosh-v-stolichnom-magazine-video
It was particularly exciting to read about the “damage” done by our animal companions, estimated in GBP.
As performers of that promo action, we were content with sparking a public outcry in Moscow, but we sent shock waves over the world. The client thought this effort was insufficient, however, and we had to stage one more promo event to fully satisfy him, which brought me to an even more exciting experience I’ll soon tell you about.
Incidentally, our team was inspired to create the viral video in a fish shop of Vladivostok airport, where a cat ate delicatessen worth 60,000 rubles (about $2,000 in those days): https://www.youtube.com/watch?v=eqdvk-x2HZg
You may think we mistreated the raccoons by demonizing them. I agree, but for the sake of justice, I must add we also decriminalized them in media. In another promo action two years later, a raccoon from the same company became the animal that saved a clothing boutique from plunder: https://www.youtube.com/watch?v=1XszPhXTFO0
And then we allowed raccoons from another company to admire a woman’s tits, but that is a different story.
