The stunt by a French daredevil tells us something about how far someone would go to ‘create awareness’ and target the media. Forty-five stories to tell his story.
Alain Roberts climbed the brand new New York Times building right to the top. No harness, no ropes. Just a banner in his hand which he hung out with his message –and a web address — about global warning.
What does it tell us about sending a message? Guerrilla marketing is quite tame compared to ‘culture jammers’ like Mr. Roberts and street artists like Bansky. They have figured out that it doesn’t require a grand media buy to take the message public. Banski’s ‘art’ (left) is stark, much cheaper than a billboard, and always packs a good story.
In Roberts’ case, he was literally taking the message to The New York Times which of course, carried the story. And a video clip. How could they resist? The story was right outside their window! They updated the story online too as a second man attempted to climb the building.
The banner, and the risky act of disobedience was for the audience outside. Two audiences. One guy and a banner. A funky web site. Lots of stories.
How far do you go to tell your story?
It’s called Press Release Grader. A cut-and-paste site that grades your release instantly.
“It’s a push back from the sound-bite culture.”
These three words may not mean much today, so save it for later in your brain.
This story
“Today, it has become an economic, environmental and brand liability for the company.”
Hoipolloireport 
