Prankvertising

It is no secret that the visual world harbors lots of possibilities for advertising. From television commercials to billboards, businesses promote themselves constantly through many different avenues. Companies have been using creative promotions for many years, with some now turning to YouTube for a strategy known as “prankvertising.”

So what is prankvertising? While there is no true definition, it is a marketing strategy that often utilizes visual media in the form of videos with intent to go viral. The videos often include hidden cameras, actors, and effects to startle or trick an unsuspecting crowd.

One of the most memorable examples of prankvertising was posted On October 7, 2013 by a YouTube account by the name of CarrieNYC. The video was released to promote the premiere of Carrie (2013) in the following weeks, the third film adaption of Stephen King’s novel by the same name. The video, entitled “Telekinetic Coffee Shop Surprise” includes footage from hidden cameras in a New York City coffee shop. By setting up a series of tricks and wires, unsuspecting customers witness a girl use telekinesis to lift a man from the ground and scatter tables and objects around the room, as Carrie can in the movie. The hidden cameras capture priceless and horrified reactions of customers as they run towards the door or watch in awe. At the end there is a glimpse of Carrie (2013), the movie title, a hashtag, and the movie release date.

Since its release in late 2013, this promotional video has totaled more than 62 million views and was also featured on a popular “YouTubers React” channel. The video was also mentioned by a number of online news sources and featured on countless websites extending the reach even further.

There are many types of prankvertising, but most include the element of surprise. Some involve the fear factor, others are heartwarming, and others use humor. The “Uncle Drew” video series to promote Pepsi Max back in 2012, for example, features professional basketball player Kyrie Irving disguised as an old man playing a pick-up game in Bloomfield, NJ. He misses many shots at first, embarrassing himself, but then surprises the crowd by bringing out his true basketball skills. Since it was published on May 18, 2012, the view count has reached over 38 million views.

Prankvertising Risks

Prankvertising has proven to be a powerful marketing tool, but some question if the videos go too far. Some writers, such as Richard Feloni of Business Insider, worry extreme measures may be taken for a laugh or for publicity’s sake. Other video promotions for horror movies such as the “Devil Baby Attack” for Devils Due (2014), and “Outdoor Curse of Chucky Prank” for the Curse of Chucky (2013) have further pushed the boundaries for scaring the public. In the Chucky Prank, a knife-wielding man dressed as Chucky bursts through a lit up movie sign by a bus stop, sending terrified witnesses fleeing.

While most videos are harmless, there is always the risk of accidentally deterring customers from seeing a film or buying a product. Toys “R” Us, for example, experienced negative publicity after launching a prank video back in 2013 to kick off the holiday season. A video, which has since been made private, brought a bus full of children who believed they were visiting a tree farm to a Toys “R” Us store, where each child was promised one free toy. While the campaign intended to focus on granting wishes, many were outraged by how the children were bored at the prospect of a field trip about nature, and viewed the video as promoting materiality.

Is prankvertising here to stay? Let us know what you think in the comment section!

Blog post by: Kimberly Schwarzenbart

Sources:
http://www.businessinsider.com/silvio-santos-and-chuckys-intense-prank-ad-2013-11, http://www.forbes.com/sites/willburns/2013/11/06/reality-prank-from-toys-r-us-backfires-with-women/