A pseudo-event in a nutshell is an event or stunt put on for the sole purpose of promoting something or someone.
I would have to say that from what I've seen so far in this field, Taco Bell seems to know what to do to get the public's eyes on them.
On April 1st, 1996, Taco Bell placed full page ads in 6 major American newspapers announcing that they had purchased the Liberty Bell renaming it the Taco Liberty Bell.
The ad read:
Taco Bell Buys The Liberty Bell
In an effort to help the national debt, Taco Bell is pleased to announce that we have agreed to purchase the Liberty Bell, one of our country’s most historic treasures. It will now be called the “Taco Liberty Bell” and will still be accessible to the American public for viewing. While some may find this controversial, we hope our move will prompt other corporations to take similar action to do their part to reduce the country’s debt.
In a press release, Taco Bell claimed that the bell would be dividing its time between Philadelphia and the Taco Bell headquarters in Irvine. Taco Bell compared their purchase to adoption of highways by corporations. Taco Bell's arguement was that they were “going one step further by purchasing one of the country’s greatest historic treasures.” The company continued, “Taco Bell’s heritage and imagery have revolved around the symbolism of the bell. Now we’ve got the crown jewel of bells.”
Later that day after being "hammered" by phone calls, the company issued a second press release admitting to the huge hoax and instead saying that they were donating 50,000 dollars towards the upkeep of the bell. According to Taco Bell’s marketing department, their sales increased by over half-a-million dollars during the week of April 1st, compared to the week before.
Success? I think so.
This isn't the only prank Taco bell has pulled.
You can read about this prank that Taco Bell pulled in 2001 here.
Crafty buggers.
2 comments:
You've got to hand it to them - they don't stick with what's safe! Their sales spike just goes to show how much impact some buzz can have.
I'm a big fan of the target. Would work better for "Target," though.
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