Pros:
Massive Reach/Virality: A single stunt can generate disproportionate earned media and social media buzz
Memorable Branding: Creates unique, strong brand associations
Competitive Advantage: Ideal for challenger brands to steal attention from incumbents
Cons:
Risk of Backlash: Poorly executed stunts can generate negative press or misinterpretation
Difficult Attribution: Hard to directly link viral success to pipeline/revenue
Resource Intensive: Requires heavy creative effort, legal/logistical prep, and complex execution
How does Unconventional PR work?
Unconventional PR uses high-impact, surprising, or shocking tactics in public spaces or online to create organic buzz. The success mechanism is the “surprise factor”, creating memorable events aligned with the product’s value proposition.
Key elements:
Clearly link the stunt to your core product or industry problem
Include an embedded CTA (e.g., hashtag, QR code, vanity URL) to drive digital conversions
Three types of UPR:
Ambient Marketing: Placing products or logos in surprising public spaces by creatively using everyday infrastructure, like IKEA turning bus shelters into cozy living rooms.
Experiential Activations: Hands-on brand experiences that turn passersby into participants, building trust through memorable, interactive demos.
Buzz Marketing: Word-of-mouth–driven promotion that spreads fast on social media, relying on audiences to share and amplify the message.
Why Unconventional PR for [B2B SaaS Product]?
Solves the “Boredom Problem” for complex B2B solutions
Generates top-of-funnel awareness and “cool factor” for enterprise decision-makers
Creates a halo effect, warming prospects for future digital outreach and sales
Stunts that have been done in the past:
Duolingo faking Duo’s death: Duolingo announced their owl mascot’s “death” to drive user engagement and create social media buzz.
Tesla launching the Roadster into space: Tesla launched a Roadster into orbit on the Falcon Heavy rocket to showcase innovation and cross-promote brands.
Visible Mobile “Free Massages”: Visible Mobile intentionally advertised “free massages” (a typo) and owned the mistake to humanize the brand.
Expected Investment
Cost: $5,000–$50,000+ per stunt (highly variable, excludes agency fees)
Time: 1–2 months per major stunt (planning, legal clearances, execution)
Expected ROI, if executed well
Earned Media Value (EMV): ~100:1 ROI possible for highly shareable stunts
Awareness Lift: 100-300% spike in branded search volume during campaign
ROI measured via EMV and Branded Search Lift
Unconventional PR Strategy for [B2B SaaS Product]
Strategy 1: Identifying the Why
Define the Core Objective: Every stunt must serve a measurable purpose.
Examples: Increase app sign-ups (Duolingo), launch a new product (Tesla).
Establish Brand Fit & Voice: The stunt must feel authentic to your brand.
Guideline: Is the stunt a literal expression of our slogan (Red Bull)? Will it be understood as playful, not offensive?
Target Audience Profile: Clearly identify who the stunt is meant to attract and what emotional response you want (shock, awe, humor, goodwill).
Budget Tier: Assign the stunt to a cost category (e.g., Tier 1: Multi-million production like Red Bull Stratos; Tier 3: Low-cost digital experiment).
Strategy 2: Legal, Logistics & Risk Management
Pre-Stunt Clearance: Obtain all permits and legal approvals
Risk Mitigation: Conduct a pre-mortem for potential failures (legal, safety, social)
Crisis Communication: Draft three responses ahead of time (minor error, major failure, misinterpretation)
Strategy 3: Digital Amplification & Attribution
Omnichannel Strategy: Plan how the core content will live on every platform.
Media/Influencer Seeding: Send pre-packaged media kits (high-res photos, video clips, key messaging) to Tier 1 media and local influencers
Attribution Measurement: Track unique CTAs (QR codes/vanity URLs) to measure traffic/sign-ups
Earned Media Value: Estimate equivalent ad spend for coverage received
Action Plan (3 Months)
Week 1 (Concept & Risk):
Define the stunt hook linked to the product value
Begin legal checks and permits
Conduct pre-mortem and draft crisis statements
Week 2–8 (Execution & Prep):
Build physical assets and digital bridge (vanity URL, tracking)
Finalize Tier 1 media and influencer lists
Prepare media kit with high-res photos and videos
Week 9–12 (Launch & Follow-up):
Execute the stunt and distribute media kit
Monitor social media and execute crisis/success communications
Measure branded search lift and conversions from the unique CTA
Summary
Total cost: $5,000–$50,000+ per stunt
Timeline: ~3 months (planning to execution)
Expected ROI:
~20:1 Earned Media Value
20%–50% spike in branded search volume
ROI measured via EMV and Awareness Lift