the worst migraine in l.a. - a pr stunt
DESCRIPTION
A recap of a PR stunt I came up with back when we lived in Los Angeles.TRANSCRIPT
The Worst Migraine in L.A.
A PR Stunt By Robert Moss
We used to live in Los Angeles
My dentist wanted to speak with me about a new opportunity
He wanted me to help market his migraine relief treatment
Many people get migraines due to temporomandibular joint (TMJ) disorders
His treatment cost patients between $3,000 and $4,000
And wasn’t covered by most health insurance
And he didn't want to spend a lot on marketing
Los Angeles is a stressful town
Filled with people with huge headaches and lots of money
My solution
A publicity stunt that would get a ton of attention
And just as important, create a database of migraine sufferers who need his help.
We’d search for
We’d search for
THE PERSON WITH THE WORST MIGRAINE IN LOS ANGELES.
And we’d treat that person for
A stunt like this is made for local TV news.
“Think you got the worst migraine in L.A.?”
“Dr. <name withheld> wants to know about you. And to help you get rid of your migraines.”
“And he’ll do it for free.”
We’d direct people to send us their migraine stories through a new website.
We’d direct people to send us their migraine stories through a new website.
Build a database of migraine sufferers.
We’d direct people to send us their migraine stories through a new website.
Build a database of migraine sufferers.
Interview the most promising candidates.
Then choose two or three to treat for free, and video tape their personal stories along with their treatment.
In a few months we’d have our “Worst Migraine in L.A.” success story, and get it back on local TV news, YouTube, and our own website.
Then start calling back all the people in his database of migraine sufferers.
Plus we’d field calls from new prospects coming in from the follow-up story on the local news.
The results
My dentist wasn’t ready for something this big and it never happened.
Thank you.
If you liked this presentation, check out Prevent Conceptus Interruptus: How Math Can Improve Your Creativity.
Photos courtesy of:
Aaron Harvey Hollywood Sign
sj_sanders Dentist
Deborah Leigh Migraine Barbie
Eric Allix Rogers TMJ
Andrew Magill Bank roll
Thomas Hawk Insurance Sign
Joe Shlabotnik Killer coin sign
Juliana Coutinho Eye
Stuhillphotography Search helicopter
Alan O'Rourke Free sign
Al Pavangkanan News van
Kris Krug Big fish
Thank you