Some public relations firms are applauding the Super Bowl stunt. They say, whether she intended to or not, Janet Jackson acquired what every 'brand' wants — attention, more attention and the most attention.
NEW YORK (AdAge.com) — For those in the business of masterminding public-relations stunts for marketers, Janet Jackson's big expose during CBS's airing of the Super Bowl Justin Timberlake and Janet Jackson just before Ms. Jackson's breast covering was ripped off during the Super Bowl halftime show has raised a serious issue: how to top it.
For James LaForce, partner in New York PR agency LaForce & Stevens, the Jackson episode was "extremely successful. . . .We love stunts at our agency and she opened the door for more people to take risks," he added. "It raises the bar for all of us."
Whatever the impact on advertisers, CBS and the National Football League, few in the PR field think the stunt harmed Ms. Jackson. Desiree Gruber, president of Full Picture, a PR management company that counts Lisa Marie Presley and Arnold Schwarzenegger as clients, agreed it was a stunt gone right for Janet, and a stunt gone wrong for everyone else, but so what if she upstaged the advertisers?
"Janet is a brand, just as much as a Frito-Lay is," Ms. Gruber said. "Where does a brand begin and end? She sells and she sells directly to the public."
Mr. LaForce thinks that it will be discussed for years to come. In terms of coverage, Ms. Jackson certainly overshadowed the main event, both the game and the commercials. According to media research firm CARMA International, Washington D.C., Ms. Jackson garnered twice the number of U.S. press mentions as the commercials in the four days following the event, though much of that coverage was driven by the Federal Communications Commission investigation of the incident.
Article comments
1 - Chris Kent
Sheesh, wake up and smell the coffee. Everyone knows the publicity Janet Jackson will receive from her Super Bowl stunt will eventually be phenominal. Years from now, people will have forgotten the Super Bowl - which by the way was one of the greatest in history - but say, "You know, the Janet Jackson boob show!" And there will instant recognition.
Yes, it caused a stir, but when that album is released, it will sell millions. When her videos are released on MTV, there will be thinly-veiled references to the boob shot, complete with dancing bustiers and moon-walking football players. And then the tour - Jesus, it will sell out in seconds, packed to the rafters with kids saying "Mommy and Daddy hate Janet Jackson. Let's go!" And those screams want be as canned as they were when Janet first appeared on stage. Those screams will be as real as when The Beatles made Ed Sullivan Show appearances.
Janet is as notorious as Lana Turner, Marilyn Monroe, Cher, Madonna and Courtney Love - and her albums and films will eventually be just as successful as theirs (though the idea of Janet playing Lena Horne sounds pretty damn scary)......Excuse me while I attach a naked boob to my post.
2 - Mac Diva
Can't disagree. But, sometimes I forget that it is all about money.
3 - Shark
the REAL ad age article
If one compares the actual Ad Age story to Mac's post, you will note that the only REAL sentences written exclusively by Mac are FOUR SENTENCES in the last paragraph of her post.
The rest of her 'blog entry' is the Ad Age article quoted word for word --- or Mac's clumsy parrot-like paraphrasing.
Plagiarism, or just a pathetic attempt to sound intelligent and articulate?
BUSTED!
4 - Shark
Oh, and FakeDiva:
SHOULD I REST MY CASE?
...or would you like me to do a little more homework on the rest of your Blogcritic body of 'journalism'?
Cause it's all there for anybody to see.