After I found out about Monopoly Maker Hasbro’s idea to hide real cold hard cash within randomly selected pre-packaged Monopoly play sets…
I could not continue my day without asking myself…
“Would I bother to go into my local shopping centre armed with high tech precision scales and weigh each Monopoly playset in order to try and find a ‘golden ticket’ winner?”
“That takes the fun out of it”.
“And I would probably look like a weirdo”.
So, it looks like I won’t be doing that.
However, I will be appreciating the ingenuity of Hasbro’s ingenious plan to split up and spread out € 20,580 within randomly selected Monopoly play sets across France to attain worldwide publicity.
For the measly price of € 20,580 ($30,351.80 AUD/ $23,598.06/ US £15,564.15) Hasbro has attained worldwide publicity in the form of news articles, reports and word of mouth for their famous board game.
Just to give you an idea of how powerful Hasbro’s marketing stunt has been, we can compare it to the cost of placing a full page advertisement within the first 10 pages of a Saturday edition of The Sydney Morning Herald (one of the two major newspaper sources within Australia).
Yes, nearly $100,000 for a full page advert in a major Australian newspaper for one Saturday only.
Is a full page advert in the Sydney Morning Herald on a Saturday out of the box? No.
Will it receive worldwide coverage? Probably not.
Will a full page ad in the Sydney Morning Herald be ignored on a Saturday? Perhaps.
Try and name one full page ad you remember from a newspaper? Hard to do.
Even if you have just read a newspaper start to finish.
The trick is standing out.
Which is something Hasbro has done.
A true example of how to get the most bang for your marketing buck.
The power of stunt marketing.
Marc Ecko, most famously known for starting the billion dollar fashion and life style brand Eckō Unltd pulled a stunt similar to that of Hasbro when he purchased the ball that famous American baseball player Barry Bonds had hit to capture Hank Aaron’s previous record of the most home runs, putting Bonds in at number 756.
“Yeah cool, some rich guy bought a baseball, so what?”
Well here is where it gets interesting.
Ecko was smart. He knew of the huge US debate over the Barry Bonds record and its legitimacy. You see, at the time Bonds had some strong allegations against him for steroid use through out his career.
Ecko acted on this knowing that it would probably be a big ticket to get himself and his brand some mass exposure. So he decided to put the fate of the (just over $750,000 US purchased) ball into the hands of the public via an online voting system.
Ecko gave the public three choices:
1. Keep the ball as it was and send it to the National Baseball Hall of Fame and Museum.
2.Have the ball branded with an asterisk to symbolise the controversy over the record and then send it off to the National Baseball Hall of Fame and Museum.
Or my personal favourite…
3. Have the ball blasted into outer space to never be seen of or heard from again.
According to BBC news 10 million votes were cast.
That’s almost like getting half the population of Australia to interact, which is ridiculously impressive, meaning that the world now knew a whole lot more about Marc Ecko and his brand then ever before.
Not to mention the amount of mass exposure Ecko recieved from US mainstream television interviews and news articles that were publicised throughout the world.
In the end, “B” was chosen..
The ball was branded and sent off to the hall of fame.
I kind of wish C was chosen… Just so I could see how they would have sent that sucker into outer space…
Now, let’s oppose this marketing stunt in comparison to Ecko taking out a standard advertisment lease in Times Square, New York for a year, which would have cost according to this delicious info graphic (courtesy of the Wall Street Journal) between:
$1,100,000 – $4,000,000 US
Which leads me to these next few questions:
If Marc took out the ad in Times Square would people still remember it? Probably not.
If you have ever been to or seen images of Times Square can you remember just one advert that stood out from the sea of other adverts? Probably not.
Will you remember the story of Marc Ecko and the Barry Bond’s home run record baseball in a years time? Probably.
Two years time? Probably.
Ten years time? Depends if you do drugs.
My question for the world today is will other businesses wake up and see the potential of “stunt marketing”?
My answer is..
The world is much more exciting this way.
Be different, stand out and people will point.