Stunt PR. Isn’t it old school? Passe? Not really. It happens every day. And, it is not passe at Auburn University (in Montgomery). This one didn’t quite go the way they likely planned it. For the record, I liked it. Cute fun. They had a baby wearing the glasses. Who wouldn’t like that photo?
An attempt to get into the Guinness Book of World Records was staged in the Physical Education Complex gym. The goal? To get more than 1,400-something people to show up and don Groucho Marx glasses and moustaches. Simple fun. Doesn’t hurt anyone. Right?
…I once shot
an elephant in my pajamas. How he got in my pajamas
I’ll never know…
Tonight, on the MSNBC program, Countdown with Keith Olbermann, the stunt was covered.
Problems? Keith called AUM “The University of Auburn” in Alabama. Um, no Keith – barely close. It was AUM – in Montgomery. Hello?
Then, noting that only 1,080 people showed up, Keith quipped (in a barely passable Groucho accent) something like, “Now these people may look like idiots, but dont’ let that fool ya’. They really are.” That’s a paraphrase, but I don’t feel like watching the rerun later tonight to get the correct quote. [OK, I was still up and watched the rerun. Now the quote is verbatim. Man, I need a life. :grin:]
Well, I’m sure he was just poking gentle fun.
For the record, the event was apparently a simple stunt. The announcement on AUM’s Web page says nothing about the purpose of the event. Perhaps it was just a simple way to have some fun and try to get a lil’ publicity. Sadly, in at least the one instance cited above – it did not work. But, local media covered it. That was their target market, so – at least they got a mention. *Ahem* … the local coverage was kinder, too.
Keith, if you are listening, that was AUM – as in Auburn University in Montgomery, Alabama. Nice people. We are Auburn University in Auburn, Alabama. There is no “University of Auburn,” but there is a place we call “The university of Alabama. Auburn.”
Just a gentle poke of fun at our friends up north.
“It’s hard to get ivory in Africa, but in Alabama the Tuscaloosa.” – Groucho Marx
Hey, they got coverage. 🙂
(Image Source: AUM Web Site)
eduBlogging 
Just caught the story on Global TV news in Toronto. If I recall, it was referred to as “a university in Alabama.” Perhaps the stunt was only newsworthy because they didn’t break the record?
Thanks, David.
I’m kind of glad they didn’t use the name.
And, I think you are right. The failure to bring together 1,400+ people for the event seems to be one of the few things about it that is newsworthy.
Just for fun, let’s run through the list of “newsworthy” characteristics.
What didn’t fit:
– It certainly wasn’t controversial.
– The idea of showing up in a gym to just put on a pair of goofy glasses didn’t seem to have broad interest.
– No major injustice was present. (OK, some will debate that one.)
– I don’t know of any “Groucho” seasonal events.
– Human interest? eh, nah…
What may fit (but most of these are probably ‘maybe’ at best):
– There was a bit of irony.
– The local peg aspect does seem to fit, a bit, too.
– It certainly wasn’t a breakthrough. They failed. (Or, considering all of the attempts made by others on any number of stupid things … this failure stands out. So, a breakthrough. Refer to irony above.)
– Groucho’s birthday was October 2, 1890 – so it wasn’t an anniversary.
– Celebrity – Hey, Groucho’s “The Man” … or was.
– Visuals – Most everyone loves the Groucho glasses … but, is that really enough?
– Mystery or drama – Will they break the record?
– Evergreen … that works, as it isn’t tied to any specific date.
What did I miss? Any others?
Hello everyone:
I’m the public relations director at Auburn University Montgomery, and I can tell you that I believe the event was a success, and here’s why: We launched a campaign that is meant to raise awareness about AUM’s many qualities that people may not know. Our first poster that we plan to distribute around campus and our community used a picture of Groucho glasses and said: “No Joke: The Princeton Review named AUM a best Southeastern College.” We unveiled the campaign in front of more than 1,000 people, many from the Montgomery community. We touted many more positive qualities about AUM at the event, and we got local, national and international coverage. Although we didn’t beat the record, we primarily got positive coverage except for Keith Olberman’s Countdown. Check out the Montgomery Advertiser’s Web site, scroll down to Featured Videos, and I think you will better understand what we were after. The link is:
http://www.montgomeryadvertiser.com/apps/pbcs.dll/frontpage
Thank you
Bill Noblitt
Executive Director, University Relations
AUM
Hey Bill,
Thank you for writing.
Ah, ha! “No Joke: The Princeton Review named AUM a best Southeastern College.” See, I didn’t get that from the one page I could find on the AUM site (the link above). Now, it makes more sense. (The reason for – theme of – the event.)
I searched the AUM site for “groucho” (using your search box) and that was the only link I received. I couldn’t find any other info, so I thought it may have been a student event.
I agree, you did receive good local coverage. Congrats!
Am I correct that the local area was your primary target market? And, who put the video up on the satellite, WSFA or AUM?
Now, I wish they would have used the school’s name in context with what you were trying to do – or, used it correctly (Olbermann).
Again, I appreciate the clarification and taking the time to comment here. Good luck with the campaign.
Robert
Hi Robert:
It wasn’t on our site because we were trying to keep it suspenseful until the end. Beginning Monday, we were going to put up all the information about the campaign. And if you’ll give me your address, I’ll send you a calendar that talks about the campaign. Each month has a new brag fact about AUM. Yes, we were going for local, but hoping for national coverage. Our news media relations person actually wrote the script for WSFA to use with footage that was to go to affiliates (she used to be a producer there). Funny, but we think we got more and better coverage because we didn’t make the record. But what do you think? Maybe there was an Avis quality about it: We try harder and all that. We didn’t calculate one thing, however: more than 70 percent of our students work (non-traditional students). Makes sense now, though. After class at noon, many had to rush to work and so skipped the event, I guess. No matter, though. We still got our points across. Thanks for posting my response, and I do appreciate your comments–even the beginning ones that sparked this thread.
Warmly,
Bill Noblitt
AUM
Well, there ya’ go … “suspense” – one of the elements of a newsworthy story. Cool.
I will send you my address, thank you.
I’m beginning to think that you did have success. Toronto isn’t a bad placement and we know you got coverage across Alabama – especially in the surrounding areas that will bring in new students. Later on perhaps you can share all the other placements (electronic and print) that came about from this.
I’m just a lil’ miffed about Olbermann’s story. Not really, but he did sports for eons. He knows Auburn. Maybe he has exorcised all those sports years now that he is doing infotainment/news.
And, yes – the non-tradtional students is an issue. We noticed a need to reassess schedules after the move to semesters, of course. The difference between quarters and semesters has had dramatic impact on campus traffic (pedestrian and auto).
I didn’t say this before, but I’m also glad to see that you are tracking online conversations. Kinda cool that you found the blog.
Thanks again for interacting with us. All the best.
Robert