Kat Park, programme director in Hotwire's consumer team, gives us the lowdown on the one and only giant Jeff Goldblum...
We’ve had heated debates in the Hotwire consumer team about coverage for coverage’s sake when it comes to stunts. Can they really deliver business impact or does the stunt dominate the story while the brand gets lost in the noise?
But when Now TV resurrected a 25ft statue of Jeff Goldblum to mark the 25th anniversary of Jurassic Park, even the cynics couldn’t resist including key messaging in their second paragraph. This was quickly followed by the BFG x Mr Kipling cake statue on Primrose Hill to mark the launch of the new Roald Dahl themed cake range.
Both brands succeeded in keeping their product central to the story. With a physical product such as cake, which can be used as the building blocks for the statue, this is arguably easier to do than for a service.
Now TV made itself central to the story because it’s the why behind it – you can watch Jurassic Park through the service. It created a buzzworthy photo opp for people to share on social and used the timely hook of the film’s 25th anniversary to provide traditional media with multiple must-write reasons.
While statues on the South Bank are fast replacing ‘floating things down the Thames’ as a bit of a go-to PR tactic, both campaigns certainly succeeded in driving awareness. I don’t know about you, but I didn’t know Jurassic Park was available on Now TV before Jurassic Jeff showed up!
Forgive me, for I am about to break rank. When I saw that a giant statue of Jeff Goldblum in sweaty, semi-naked repose had been unexpectedly erected near Tower Bridge, my pulse did not quicken.