Brands Make Prankvertising Positive

A safer way to take advantage of the popularity of stunt ads

In March, Defy Media’s Prank It Fwd series surprised a waitress named Chelsea by giving her the “Best Shift Ever.” Instead of receiving tips, Chelsea got a bevy of bonuses including a vacation and a car. She wasn’t the only winner: The video has been viewed upward of 8.3 million times, leading the digital media company to renew the series. Season 2 will debut in mid-November with a new spin, essentially morphing each show into a prankvertising stunt with sponsor Barefoot Wine.

“Not only will Barefoot Wine get a lot of media exposure and the broad distribution that we’re going to bring to the table with the Prank It Fwd promotion, but also they’re going to get positive media attention that’s going to benefit their brand,” Barry Blumberg, evp of Defy Media, explained.

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