A few years ago, 33 Chilean miners were trapped underground. This was a world-wide news event, as rescuers battled against time to get them out. Some wicked smart dude at Oakley Sunglasses realized when these guys come up from under the ground, they will be blinded by the bright sunshine. So, he sent 33 pairs of $180 Oakleys to the scene. The rescuers lowerd them down to the miners, just before they were to emerge. They all came out wearing the glasses and those images were plastered on TV, newspapers, and magazines around the world. If Oakley had to pay for that exposure, it is estimated they would have had to dish out $41 million.
This is the type of marketing David Meerman Scott talks about in his book NewsJacking. I had dinner with David, last week in Boston, and he is a brilliant guy. If you’re looking for a good book, get this one… but only if you have enough money leftover to buy my book, next month. If not, then don’t buy his book and just buy mine, next month.
