The third wave of attention to the already popular at that time painting was caused by a number of attempts at vandalism. It was doused with acid, a stone was thrown at it, the protective casing of the painting was painted red, a clay cup was thrown at it. In fact, each such attempt was a way to draw attention not so much to the painting, but to the vandal himself or the problem that prompted him to such extreme measures. But in any case, it made the painting even more popular. By the way, this phenomenon is very similar to the so-called "sticky" business. When numerous goods are created - toys and souvenirs from some popular item at the moment. For example, the Psy doll after the rise in popularity of the song "Gangnam Style". In one of the posts, we will analyze this phenomenon. That is, in fact, there is an exploitation of the popularity of some product, which leads to even greater popularity of this product. In this case, the authors of the vandalism attempts used the popularity of the painting to attract attention to themselves and thereby forced newspapers to write about the painting again.
Action #3 Caricature and Copying
As a result, the painting was 99 acres data package mentioned in many works, commercials, films, etc. Already in the first years after the theft, stamps were made with the image of Mona Lisa. And the film "The Tragic Love of Mona Lisa" was shot already in 1912. Artists such as Salvador Dali made caricatures of the painting . Mayakovsky also wrote about the painting. And also Ray Bradbury's story "Smile" was dedicated to vandalism in the future.
And the painting was mentioned many more times and continues to be the most popular painting in the world. Already in 2011, the insurance value of the painting was 700 million US dollars. This is despite the fact that the most expensive painting in the world, which was sold, cost 250 million US dollars. You can read more about all the cases of the painting's use here .
2 lessons
I would like to highlight two main preliminary lessons from this story:
Lesson #1: An action must be worthy of being reported on the news.
Lesson #2: The action must be profound enough to be written about in an analytical article, interview, or even a book dedicated to it. Another way to formulate this lesson is: the action must have an interesting story.
Observation
I would like to finish with one observation. The nature of this observation is difficult to determine, but all examples of outstanding PR have one thing in common. A product that was previously part of a specialized community and was used mainly by them becomes interesting to non-specialists. That is, as soon as this transition occurs, we can talk about the beginning of the growth in popularity of such a product. We will talk about this phenomenon in more detail in the next post dedicated to Atay Omurzakov.
If you have examples of outstanding PR, write to me and I will definitely share them.
In connection with the topic of the post, I recommend reading
1. 5 rules of PR
2. Quantum marketing
Take courses:
1. Advertising Basics
2. Marketing Basics
3. PR Basics (coming soon)