MIDDLE EAST
THE NINE
EXTREME
EVENTS
What better way fW or a marketer to overcome the public’s collective attention deficit disorder
than an unusual, headline-grt abbing event? More home-made airplanes crashing into the Creek
and fewer pointless press conferences would make the world a happier place. Or at least a more
interesting place. Maybe.
1
Red Bull Flugtag
Those magnificent men
in their flying machines it
isn’t, but Red Bull’s flugtag (or
‘flying day’ in German) saw the
self-crafted efforts of partici-
pants dropping unceremonious-
ly into bodies of water around
the world —including Dubai
Creek —to rapturous applause.
Great marketing for Red Bull,
who are known for their slightly
off-the-wall campaigns—which
include an annual competition
in which entrants create works
of art from the blue and red
cans. Has anyone else noticed
that Dubai’s ambulances look
like Red Bull cans?
3
World’s biggest
pillow fight, Foresight
An attempt to break the
4

HP Flashmob,
Mall of the Emirates
“HP wanted something new,
world record for pillow fighting
some sort of interactive experi-
fell a little short at Safa Park
ence like a flashmob,” explains
in 2007 but it was all for a good
Gala Xposure’s Amr Husseini, who
cause. Soft drink company Aujan
came up with the idea of a pointing
Industries lent its support to
competition to publicise a new
the event, mainly in the form of
HP touchscreen. Over five days,
2
X Games, Mountain Dew
people dressed as Rani Chunks—
crowds of people tried to outpoint
Grazed elbows and mild concussions were the order of the day as fizz kings
the blobby bits in the drink of the
each other at Dubai Festival City.
PepsiCo’s Mountain Dew brand sponsored Dubai’s third ESPN X Games in
same name. “The Rani chunks ran
We don’t know how many mothers
late 2007. At least, let’s face it, this was the abiding hope of those who assembled
around in their orange costumes,”
clucked about it being rude, but the
to watch the flash BMXers and too-cool-for-school skateboarders do their bit. Ken
said one eye witness, “and got a
winner managed to stand still for
Newell, vice president, PepsiCo Beverages International, gave a rousing speech to
lot of beating (with pillows) par-
two hours, despite the presence of
celebrate the event, before stumbling and injuring his hair.
ticularly by male teenagers.”
a scary mime.
16 / 08 FEBRUARY 2009
www.mediaweekme.com
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