Death-Defying Marketing

Media Stunt by New Zealand News Site Gets Great Word-of-Mouth

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Stuff, the New Zealand news and entertainment website, isn't prepared to let its reputation hang in the balance, but its reporters? Well, that's a different story. To show how determined it is to break the big stories first, Stuff pushed one of its staff members off a balcony.

As a shocked crowd gathered to watch a reporter hanging precariously over a busy Wellington street, a banner unfurled with the slogan "If our team don't break stories first, there are consequences." The relieved onlookers realized the staff member was really a stuntman and snapped away on their cameras, creating great word-of-mouth for the brand.

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