The prank was considered a successful advertising gambit by those involved. David Paine, Founder of PainePR, the public relations agency that executed the campaign, called it "the most successful project I've been involved with". The campaign cost was just $300,000, but it generated an estimated $25 million equivalent in free publicity, with a sales increase exceeding $1 million for the first two days in April. Paine, however, feels that the climate today is much more cautious and a comparable prank is not possible.
The stunt has also been listed as one of the top hoaxes or marketing... Read More