Picture this: Denver billboards promising "unlimited massages, minutes, and data." No, your eyes aren't deceiving you. Visible intentionally swapped "messages" for "massages," then doubled down by offering actual free massages at Denver's Union Station. The result? A viral sensation that transcended local boundaries and captured national attention.
This "mistake" was no accident, but a meticulously orchestrated strategy. By blending out-of-home, digital, and experiential marketing, Visible crafted a campaign that not only got people talking but also perfectly aligned with their "what you see is what you get" offering of $40 all-in pricing and unlimited everything.
The campaign created FOMO beyond Denver, engaging audiences across platforms from billboards to social media. Their unlimited massages event drove 44% more interactions and 78% more leads than they expected and event attendees were 3x more likely to become customers. Now that's a massage for the bottom line ;)
Stunt Marketing takeaways:
- Cognitive dissonance can be a powerful tool: The unexpected pairing of phone services and massages created a memorable hook that sparked curiosity and engagement.
- Multi-channel synergy is crucial: By integrating Out of Home (OOH), digital, and experiential elements, Visible created a cohesive narrative that amplified reach and impact.
- Authenticity resonates: Aligning the campaign with Visible's brand promise strengthened their positioning and credibility.
- Local actions can drive national conversation: A targeted event in Denver generated widespread FOMO, demonstrating the power of geo-specific strategies in the digital age.
What marketing stunts have caught your attention recently?
Photos and statistics via Shorty Awards