The craziest story you’ve never heard

Good morning. In under 4 minutes, you’re going to learn how to get millions of dollars worth of free PR so you consistently make headlines like Richard Branson (forwarded this email? Join 100k subscribers here).

Today’s Briefing

• Story: Richard Branson “Declares War” on Big Soda 🥤

• Insight: Great PR is More Effective (+ Less $$$) than Ads 💸

• Action: A Quick Guide to Media Manipulation 📺

STORY

Richard Branson “Declares War” on Big Soda 🥤

The Big Idea: Richard Branson turned New York City into his personal battleground, driving a tank down Fifth Avenue to launch Virgin Cola faster than you can pop a soda can.

Why it Matters: Branson's approach shows that in the cutthroat beverage industry, sometimes the most powerful move is to create a spectacle so outrageous that the media can't help but cover it.

Richard Branson, business maverick and Virgin Group tycoon, didn't just create a new cola — he declared war on the soda establishment by literally crushing their cans under tank treads.

While other beverage companies were spending millions on TV commercials, Branson was commandeering a Sherman tank and staging a mock invasion of Manhattan.

We're talking guerrilla marketing at its most audacious. Now, you might be thinking, "Isn't that just a publicity stunt?" Hell yes.

It's about creating such an outlandish scene that every news outlet has to cover it. In the launch of Virgin Cola, Branson and his team:

• Painted a vintage Sherman tank Virgin red (subtlety is for suckers)

• Drove down Fifth Avenue, one of the busiest streets in New York

• Crushed a wall of Coca-Cola and Pepsi cans in Times Square

• Had Branson emerge from the tank in camouflage, literally "declaring war" on Big Soda

Branson wasn't just launching a product; he was staging a rebellion.

While other cola brands spent fortunes on conventional advertising, this single stunt generated nationwide media coverage that would have cost millions.

See how by creating an unforgettable spectacle, you force the media to become your marketing department?

Here are some other ways Branson’s captured the media:

• Crossing the English Channel: In 1987, Branson crossed the English Channel in the "Virgin Atlantic Challenger II" speedboat, breaking the world record.

• Hot air balloon adventures: Branson attempted several round-the-world hot air balloon flights in the 1990s and early 2000s, generating massive media coverage.

• Bungee jumping off a Las Vegas casino: To promote Virgin Airlines' new route to Vegas, Branson bungee jumped from the top of the Palms Casino Resort in 2007.

• Kite surfing across the English Channel: In 2012, at the age of 61, Branson became the oldest person to kitesurf across the Channel.

• Dressing as a flight attendant (video): After losing a bet with AirAsia's CEO Tony Fernandes, Branson dressed up as a female flight attendant on an AirAsia flight in 2013 (image at bottom).

Whatever business you're in, don't aim for a quiet launch. Create a moment so shocking that people can't stop talking about it.

Key Takeaway: Don't be a marketer — be a general who leads an invasion so outrageous that the world has no choice but to pay attention.

INSIGHT

Great PR is More Effective (+ Less $$$) than Ads 💸

Let's break down Richard’s quote to show the numbers:

1. Cost of a front-page ad: A full-page color ad in The New York Times can cost anywhere from $150,000 to $250,000 for a single day's run.

2. Cost of a national TV commercial: A 30-second primetime TV commercial can cost between $200,000 to $500,000 for a single airing.

3. Estimated value of Branson's tank stunt PR: To estimate this, we need to consider: National news coverage; Local news coverage in major markets; Online articles and social media buzz; and Long-term storytelling value.

If this happened today, let's assume the stunt generated (at least):

• Coverage on 3 major national news networks (3 x 2-minute segments)

• Coverage in 50 local news markets (50 x 1-minute segments)

• 100 online articles

• 1 million social media impressions

We can estimate the value of this coverage as follows:

• a) National news: 3 x 2 minutes = 6 minutes ≈ $3 million

• b) Local news: 50 x 1 minute = 50 minutes ≈ $2.5 million

• c) Online articles: 100 x $5,000 (value per article) = $500,000

• d) Social media: 1 million impressions x $0.01 per impression = $10,000

• e) Long-term storytelling value: Estimated $1 million over time

Total estimated PR value: $7,010,000 🤯🤯🤯

Now, compare that to…

• Front-page ad: $250,000 (one-time impact)

• TV commercial: $500,000 (one-time impact)

• PR stunt: $7,010,000 (immediate and long-term impact)

In this rough estimation, the PR stunt generated about 28 times the value of a front-page ad and about 14 times the value of a primetime TV commercial (plus we’re still f**king talking about it today!).

ACTION

A Quick Guide to Media Manipulation 📺

Here's a step-by-step guide to media manipulation, inspired by the concepts discussed and Ryan Holiday's book, Growth Hacker Marketing.

1. Craft Your Media Honey Trap: Design an event so outrageous journalists can't resist. Think Branson-level spectacle, but tailored to your brand.

2. Seed the Story: Leak tantalizing hints to friendly journalists. Give them just enough to pique interest, but hold back the juiciest details.

3. Create a Media Feeding Frenzy: Time your reveal perfectly. Drop your bombshell when news cycles are slow for maximum impact.

4. Amplify the Echo Chamber: Use social media to create a storm around your stunt. Encourage heated debates and wild speculation.

5. Ride the Controversy Wave: If your stunt sparks outrage, don't back down. Double down and fuel the fire. Remember, there's no such thing as bad publicity.

6. Hijack Trending Topics: Find creative ways to insert your brand into unrelated viral conversations. Be the unexpected twist in the story.

7. Orchestrate a Media Circus: Stage follow-up events that keep journalists coming back for more. Make your story the gift that keeps on giving.

Note: While these tactics can be effective, it's crucial to consider ethical implications and potential backlash. Use responsibly and at your own risk.

One Funny Thing 🤣 

Bite-Sized Reads 📚

[Read] KFC Story: “The chicken wasn’t even leaving the depot, let alone crossing the road.”

[Book] Ryan Holiday: “Humiliation should not be suppressed. It should be monetized.”

[Read] GrowthBadger: “What if you never ran out of content ideas?”

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Publisher: Jordan Belfort

Editors in Chief: Brock Swinson and Davis Richardson

DISCLAIMER: None of this is financial advice. This newsletter is strictly for educational purposes and is not investment advice or a solicitation to buy or sell any assets or to make any financial decisions. Please be careful and do your own research.