Generating viral attention for a marketing stunt requires a mix of elements - a great concept, thorough planning and preparation, and a little bit of luck. Whilst we're proud of how many of our videos go viral and gather millions of views, some of our launches really do capture lightning in a bottle in a way that's hard to predict.
In this example, a humble meat and potato pie was launched into space to help promote the World Pie Eating Championships. The video rapidly caught attention online and spread like wildfire, being picked up by digital media giants like LadBible and Ars Technica before hitting traditional media outlets including BBC News, The Daily Mail, The Guardian, The Metro and many, many more. Across different distribution channels, the pie has been seen by well over 100 million people and is probably the most successful ROI anyone has had for a promotional stunt ever!