Diamond in the Sky stunt

By on Friday, August 8, 2014

An online diamond dealer has dropped a £12,000 diamond from the sky for one lucky of the public to find, and keep.

77 Diamonds launched the gemstone in a secret location earlier this month using a helium balloon system. Once it reached the ‘edge of space’ the balloon popped and the diamond drifted back to earth.  Using GPS tracking the company have been able to confirm it landed near Lea, Gainsborough.

77 diamond

As yet no fortune hunter has claimed the 1.14 carat but the search is heating up with twitter abuzz (official hashtag is #diamondinthesky) with the news.

The stunt is to promote the jewelry retailer’s interactive universe, Diamonds in the Sky, which invites users to populate a virtual night sky with thousands of stars – each one unique and named after someone or something special. 

While it seems an expensive stunt (you don’t see many companies giving away 12k diamonds) it is so simple yet effective – my favourite kind of PR campaign.  A treasure hunt can involve anyone and this is worth enough to make it interesting for anyone. The company is utilising social media well, which is creating an organic noise and have hit many of the nationals; basically its the result we all want for our client!

Great idea 77 Diamonds.


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