We write about so many PR stunts gone wrong here at PR Daily
, it’s refreshing to write about one that went delightfully right.
It’s the story of Thermos, Spyhouse Coffee, and FedEx.
Robinson Meyer, a writer for The Atlantic
, admits in the first paragraph of his neatly constructed article
, “I Drank a Cup of Hot Coffee That Was Overnighted Across the Country,” that he is writing about a PR stunt.
Here’s how it worked: Thermos teamed up with Spyhouse Coffee in Minneapolis to promote its vacuum-insulated 40-ounce Stainless King beverage holder. Then they shipped the coffee to a few reporters. Meyer happily agreed to be a part of it.
As planned, the coffee arrived steaming hot at 151 degrees.
But Meyer’s story is about more than a cross-country cup of coffee. It’s about logistics, coffee culture and so much more.
Mind you, the company that shipped the coffee, FedEx, was never part of the whole PR deal. That’s just bonus PR for FedEx—earned media, I believe the kids are calling it.
It’s a great read for any PR pro who has ever wished a reporter would take their clever PR stunt and turn it into something even cooler…or hotter, as the case may be. It just goes to shows that sometimes crazy ideas are worth a try.