Prankvertising: Are Outrageous Marketing Stunts Worth the Risks?

Liabilities galore

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You’re waiting for the elevator in an office building, minding your own business, perhaps lost in thought. The door slides open and, wham! You’re confronted by a scene of intense violence as two men grapple on the floor of the cramped car, fists flying. One combatant slips a cord around the other’s neck and pulls it tight, choking the life out of his adversary.

Surprise! These men are actors, and the scene—and more to the point, your reaction—is being filmed by viral marketing agency Thinkmodo as part of a headline-grabbing stunt to promote the movie thriller Dead Man Down.

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