Evel Knievel knew his marketing tricks, too

Evel Knievel combined content and commerce a full generation before the concept of integrated marketing was born. He was the show—and he knew how to rev the mass media’s engines. In skin-tight star-spangled jumpsuits, riding motorcycles that at times were (supposedly) rocket propelled, he jumped canyons, Greyhound buses and live sharks. He drew huge TV audiences. For jumping bikes over sharks. It was a different era—and this man was one of its most colorful icons.