In order to build some excitement around its new store launch in Sydney, performance clothing brand Icebreaker set up a daring stunt with the help of one of its fans.
Icebreaker took to social media and put out a call to find its "wildest fan." The brand came upon Sam Milojevic, an experienced rappeller and genuine Icebreaker fan who decided to take on the challenge of sleeping in a suspended tent system 20 meters above a mall. As well as walking away with a great story to tell, Milojevic earned himself $2,000 for the unnerving stunt that others wouldn't even consider.
Now that many young consumers want to collect experiences over objects, brands are responding with off-the-wall marketing stunts like these that challenge consumers to push their limits in tests of worthiness.
Adventurous Sleeping Stunts
Icebreaker Marks Its New Store Launch with a Daring Publicity Stunt
Trend Themes
1. Experience-based Marketing - Brands are moving towards marketing stunts that collect experiences for consumers, like suspended tent systems, to attract young audiences and build brand loyalty.
2. Extreme Challenges for Publicity - As businesses seek to build excitement around product launches, publicity stunts like suspended tent systems are gaining popularity.
3. Unconventional Advertising Encourages Brand Engagement - Brands are creating unconventional, participatory challenges like allowing fans to sleep in suspended tent systems to get them engaged with the brand and creating hype around new store launches.
Industry Implications
1. Retail - Retailers can leverage experience-based marketing strategies like leveraging daring publicity stunts to attract young consumers and create excitement around new store launches.
2. Outdoor Gear and Performance Clothing - Companies in the outdoor gear and performance clothing industry can use unconventional marketing tactics to engage young audiences and differentiate their brands from others.
3. Adventure Tourism - Adventure tourism companies can take advantage of consumers' desire for unique and thrilling experiences by creating and marketing their own extreme challenges and activities.