Brands Put Positive Spin on Pranking
Web video company Defy Media is encouraging brands to consider ‘positive pranks.’ Currently, it is partnering with Break.com for a ‘Prank It Forward’ campaign, asking fans to nominate people who should be featured in positive prank videos to be revealed at Thanksgiving.
WHY THIS MATTERS: Tactics such as positive pranking can be extremely enticing to advertisers, because they produce shareable content. As our own Eric Korsh mentions in the article, this type of positivity is not necessarily a magic formula for success—it’s the authenticity that helps these campaigns to work. Since the initiatives are philanthropic but disguised as an entertaining prank, the brands increase positive sentiment among consumers and can showcase their positive deeds in a way that is more engaging than conventional CSR announcements.