Puma sends flashmob to Champions League losers in reactive stunt
By Jade Mansell on Tuesday, May 28, 2013
I don’t know a lot about football, but there’s one thing I do know: it’s a VERY serious business. So when Puma sent a flashmob to Stansted Airport to bid farewell to Champions League runners up Borussia Dortmund they were sure to create a stir.
The kit manufactures carried out the stunt following the team losing to fellow German team Bayern Munich on Saturday. Awkwardly, but predictably, the team reacted badly, most sullenly refusing to acknowledge the musicians and breakdancers, who cheekily chose to perform to ‘Moving On Up’ by Primal Scream.
The whole thing was captured on YouTube, take a look:
This is one of those random PR stunts where no one really knows how to react. It lacks the timeliness of Coral sending a removal van for Van Persie, and the hilarity of Nandos taking advantage of Suarez’s biting an opponent’s arm. I guess it lacks talkability – it’s just enough to raise a titter, and if you read Metro you get the feeling they’re not entirely sure what the point was..
Still, here we are, talking about the brand – and if PR is about creating conversations I suppose Puma has succeeded and the joke’s on us. What do you think?