For the purposes of this piece, a rubber chicken is an analogy for something most of us don’t want or need, and yet Loftus International one of many companies who produce rubber chickens sell between 10 -20 thousand per year. That’s either a lot of prop comedy or there is something else happening here.
In this upside down and topsy turvy world, media manipulation is openly discussed as a legitimate tactic from politics through to marketing and the line between the two has never been thinner. There has never been a more media savvy generation with people openly courting social media fame, the rise of the influencer, the awareness of “mise en scène”. Everyone is vying for attention and with the proliferation of channels and content it seems like everyone from brands to producers and even politicians are shouting “look at me”.
So how do you with your product, service, brand or content cut through all this noise? Ideally you hire a great marketing team, a PR agency and some strategists and they will put together a plan to identify your intended audience and deploy your message into the right channels.
Another option is to find something that no one wants like a rubber chicken and give it to them, or you could try the age old attention winner and court just enough controversy to get yourself banned. Both tactics have worked really well for a long time and I am honestly surprised that they aren’t used more often.
SO HOW DO YOU FIND SOMETHING THAT NO ONE NEEDS I.E THE NEXT RUBBER CHICKEN?
Let’s look at Deliveroo and the Meat and Sweet pop up. For those not familiar, Meat and Sweet was a horrible imaginary trifle concocted by Jennifer Aniston’s character Rachel on Friends. Deliveroo and their team decided that in order to celebrate the anniversary of the final episode they would create a one day pop up which only serves this dish.
Courtesy of Deliveroo
The genius part of this is that no one in their right mind would want to eat it, but for a very small outlay Deliveroo managed to align themselves with a popular TV show audience and reap the benefit of a simple PR stunt.
So how does getting banned help? It’s pretty simple and slightly ironic but being banned is in itself an interesting story. Why were you banned? What am I not supposed to be seeing or doing? Banning something is often the best form of publicity money can’t buy. From kids toys and games in playgrounds to movies, songs and even giant inflatable vaginas, being banned has almost universally improved the visibility of everything that has been touched by the hand of censors.
I bet you stopped reading a few seconds ago and started searching for giant inflatable vaginas… See what I mean?
So find your rubber chicken, make it just controversial enough to upset a few people and stand back as the orders come rolling in.