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.