Stunts and Video Launch Wall Street Journal Parody
Apr. 21, 2008
To launch My Wall Street Journal, a limited-edition parody, PKPR developed a multi-tiered PR campaign that combined stunts, a viral video, and major media placements.
Prior to the newsstand launch, PKPR conceived and distributed a phony hidden-camera video of Rupert Murdoch ranting about My Wall Street Journal. The video touched off a round of pre-launch buzz online, which grew to a peak with exclusive launch-day stories in the NY Times and the Huffington Post.
We also placed the editors on Imus, CNBC, and MSNBC, and hired an Ann Coulter lookalike to promote the newspaper in front of Fox News, which earned coverage in outlets from AM New York to the Boston Globe to Mediabistro.
The numbers: the HuffPo story was one of it’s most widely-read stories for a full week; the video is near 85,000 views; and “My WSJ” got as high as #2 on Amazon.com’s humor best-seller list and #65 on its overall bestseller list.
The cherry on top: a shout out on New York Magazine’s coveted Approval Matrix (top left corner).
