Extreme Vicar – Living on Prayer
A campaign recently came to my attention that I found to be very creative. It was a PR campaign in the United Kingdom that was headed up by Hous PR and Frank PR called Extreme Vicar. This was a contest for 16 local vicars to win a chance to conduct a special service at one of two amusement parks, Alton Towers or Thorpe Park on Easter Sunday. The vicars were required to perform acts of clergical piety like holding a bible while on ride. It did provide some very nice photo opps and garnered some great press attention from a number of the national and regional dailies in the UK.
Although the reality show format is not original, I find the vicar concept to be brilliant. What a great way to generate some interest in the brands from a campaign perspective. What I like most about it is that they could directly link the campaign to specific business results since they were likely trying to drive visitors to these parks on Easter Sunday. It would be interesting to know what the final numbers were. What a great way to not only promote these brands. I’ve personally been to Alton Towers and somehow this makes me want to return!