Fevicol’s stunt at the 2013 Mumbai Marathon is a simple marketing campaign that proves you don’t need a big budget to generate a lot of attention in a product.
Fevicol is a well-known brand of glue in India that came up with a funny and clever way to engage with people at one of the world’s largest marathons.
Along one of the sidelines of the race, a group of men wearing white Fevicol-brand t-shirts jogged in place, acting as if they had a powerful glue stuck to the bottom of their shoes that immobilized them. Passers-by quickly got the message and responded with smiles, thumbs ups and high fives. Aside from these positive reactions, the campaign brought in an estimated $52, 297 in free media coverage and a 2,800% return on investment.
Joke Jogging Publicity Stunts
Fevicol’s Simple Marketing Campaign Stages Runners Stuck in Pl
Trend Themes
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Creative Guerrilla Marketing — Using unconventional and attention-grabbing marketing methods to promote products and generate buzz.
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Experiential Marketing — Creating unique and immersive experiences for customers to interact with the brand and its products.
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Viral Marketing — Creating content that is likely to be shared widely through social media and generate buzz about the brand.
Industry Implications
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Advertising — Opportunities for advertising agencies to create unconventional campaigns that capture attention and generate positive reactions.
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Event Management — Opportunities for event planners to create unique and memorable experiences that engage participants and promote brands.
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Consumer Goods — Opportunities for companies to create innovative and attention-grabbing marketing campaigns that increase brand awareness and generate positive reactions.