# Adventurous Sleeping Stunts Icebreaker Marks Its New Store Launch with a Daring Publicity Stunt By Laura McQuarrie | Published 2016-04-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/new-store-launch References: [prexamples](http://prexamples.com/2016/04/thrill-seeking-fan-sleeps-suspended-20m-above-ground/) & [au.icebreaker](http://au.icebreaker.com/en/stores) In order to build some excitement around its [new store launch](https://www.trendhunter.com/trends/arcteryx-equipment-flagship-store-on-vancouvers-robson-street) 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](https://www.trendhunter.com/trends/experiential-tour), brands are responding with [off-the-wall marketing stunts](https://www.trendhunter.com/trends/road-to-radiance) like these that challenge consumers to push their limits in tests of worthiness. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 24% | Activity: 60% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **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. - **Extreme Challenges for Publicity:** As businesses seek to build excitement around product launches, publicity stunts like suspended tent systems are gaining popularity. - **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. ### Sectors Adopting This - **Retail:** Retailers can leverage experience-based marketing strategies like leveraging daring publicity stunts to attract young consumers and create excitement around new store launches. - **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. - **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. ## Related on Trend Hunter - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Nature-Reconnecting Outdoor Campaigns](https://www.trendhunter.com/trends/reconnect-with-nature.md) - [Experiential Luggage Events](https://www.trendhunter.com/trends/beis-bloomingdales-takeover.md) - [Exploration Challenge Campaigns](https://www.trendhunter.com/trends/expedition-impossible.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Daring Gymnast Stunts](https://www.trendhunter.com/trends/thrill-seeker-mega-lift-mascara.md) - [Record-Breaking Community Hikes](https://www.trendhunter.com/trends/kathmandu-canada.md)