Can you even “break” the internet? It’s a common phrase - and all it really means is that something - a photo, post, meme, video, etc. - has gone viral.

But one of these viral moments can literally change the course of a brand’s trajectory and history. A digital well-timed PR stunt can skyrocket a company's visibility from zero to a hundred. It's an age where marketers dream about their campaigns "breaking the internet", a la Kim Kardashian. 

But what really goes behind these PR stunts that make them the talk of the town, and more so, how can you replicate that success? Join us on this rollercoaster ride, as we dissect the genius, madness, and a sprinkle of luck behind some of the most iconic PR stunts of our time.

The Lovely Kim K + Paper Magazine

No discussion about breaking the internet can start without exploring the origin of the phrase. And if you don’t think her shocking photos were a PR move - think again.

In 2014, then-reality TV star Kim Kardashian West appeared on the cover of Paper Magazine with the tagline "Break the Internet." Her provocative image, shot by Jean-Paul Goude, quickly became a viral sensation, dominating social media discussions, inspiring countless memes, and living up to its headline by capturing the Internet's collective attention.

The cover had the dual intention - and success - of boosting not just Paper Magazine’s rep and visibility, but bringing even more attention to the Kardashian show, as well as the family’s other endeavors.

Interestingly, the magazine's initial strategy was to release the cover images in line with the physical magazine's distribution. However, fearing potential leaks, they pivoted and released the cover photos earlier. The response was phenomenal, with the magazine's site traffic exploding, accounting for nearly 1% of all US web browsing activity the day after the full story was unveiled. This coverage allowed Paper Magazine to underscore its relevance in the age of digital media, demonstrating the power of print when amplified by the internet.

Red Bull Gives the World Wings: Stratos Space Jump

Who would've thought that an energy drink would dare to send a man, Felix Baumgartner, to the edge of space and have him freefall, breaking the speed of sound in the process? This audacious stunt, backed by a live-stream that had millions glued to their screens, was not just a leap from the stratosphere. It was a leap of faith in the power of PR.

The strategy was for Red Bull to align its brand message of "giving wings" with an event that literally exemplified that phrase. They tapped into our universal human fascination with space, boundaries, and sheer audacity. There were obvious risks - the stunt could have gone horribly wrong. Fortunately, Baumgartner - an Austrian skydiver, daredevil and BASE jumper - was just fine.

Baumgartner successfully jumped to Earth from a helium balloon from the stratosphere in 2012, landing in New Mexico. The live stream racked up millions of views. Red Bull became synonymous not just with energy drinks, but with boundary-pushing adventures.

IHOP's Delicious Deception: The IHOb Rebrand

In 2018, IHOP decided they weren't just about pancakes. Teasing a fake name change to IHOb, they let the internet buzz with speculation. Were they now about biscuits, bacon, or breakfast? Turns out, it was burgers! Using the element of surprise and tapping into our love for mysteries, IHOP made everyone a detective. Was it a rebrand? Was it a prank? It was definitely a viral conversation starter.

But they risked alienating their loyal pancake-loving customers and could've been seen as having an identity crisis. In fact, many fans did see it that way. But for a brief period, IHOP was the most discussed eatery on the planet. Even if some scoffed at the idea, no one could ignore it. And naysayers found themselves relieved when the chain restaurant admitted that it was a PR stunt.

The fake rebrand sought to shine a spotlight on a lesser-known menu item - burgers - and boost its sales. As reported by the American Marketing Association, within a mere 10 days, IHOP garnered over 1.2 million tweets, drew 27,000 media stories, accumulated 42.5 billion impressions, and amassed a whopping $113 million in earned media value.

The Baffling Banana: Art Basel's $120,000 Banana

In 2019, at Art Basel Miami Beach, the art world witnessed something unusual: artist Maurizio Cattelan affixed a banana to a wall using duct tape and attached a staggering price tag of $120,000. As if this wasn't enough to stir conversation, the spectacle reached new heights when another artist boldly walked up and ate the duct-taped fruit. This audacious act sent the internet into a frenzy.

From a strategic standpoint, Cattelan's artwork was more than just a piece of fruit on a wall. It was a provocative statement, challenging conventional understandings of art, its valuation, and the act of consumption. The inherent shock value was calculated, aiming to spark endless debates about the nature of art and its perceived worth. However, taking such a bold stance was not without its risks. The world of art, known for its eccentricities and often controversial pieces, could easily have brushed off Cattelan's work as another oddity in a long line of unconventional art installations. 

But the genius of this PR move was its undeniable rewards. Suddenly, people worldwide, even those who had never heard of Art Basel or Cattelan, were discussing, debating, and even mocking the expensive banana. It became more than just an art piece; it was a cultural phenomenon, a widely shared meme, and a testament to the power of modern art PR.

The Ice Bucket Challenge: PR for a Cause

Nonprofits can benefit from PR, too! In the summer of 2014, social media feeds were awash with videos of people dousing themselves with buckets of ice water. What many initially perceived as a quirky internet trend was, in reality, a masterfully orchestrated PR campaign by the ALS Association to raise awareness and funds for Amyotrophic Lateral Sclerosis (ALS) - a devastating neurodegenerative disease. Known as the Ice Bucket Challenge, this initiative was not just about enduring a cold shock but was centered on challenging others to participate, donate to the cause, or preferably, do both.

The mechanics of the challenge were simple: once nominated, a person had 24 hours to pour a bucket of icy water over their head, challenge others to do the same, and make a donation to the ALS Association. If they opted out of the icy ordeal, they were encouraged to donate a more substantial amount. What set this campaign apart was its virality. As celebrities, athletes, politicians, and everyday individuals alike took part, the challenge transcended borders and languages. It was this broad participation that turned a simple act of pouring water into a global phenomenon, making ALS a household name in the process.

The results of the Ice Bucket Challenge were nothing short of spectacular for the ALS Association. In just a few months, they raised over $115 million in the US alone, with global donations pushing that number much higher. This windfall allowed the organization to invest in groundbreaking research, patient and community services, and further public education about ALS. Beyond the funds, the campaign achieved its primary goal: awareness. Millions became educated about a disease they might never have heard of before. The Ice Bucket Challenge is now hailed as a textbook example of how nonprofit organizations can leverage the power of social media, celebrity endorsements, and grassroots participation for a transformative PR campaign.

Behind the Virality: What Can We Learn?

So what does all this mean - and how does it translate to your PR campaign?

Embrace the Unexpected: The best PR stunts often veer off the beaten path. They surprise, shock, and sometimes, even confuse. But they always captivate.

Risk is Inherent: Every stunt carries a risk. It could be a physical danger, like with Red Bull, or the potential for mockery, like with IHOP. But as the saying goes, "No guts, no glory."

Stay True to Brand Identity: While the stunt should be unexpected, it shouldn't feel out of place for the brand. Red Bull's adventure DNA was evident in the Stratos jump. IHOP's breakfast rebrand made sense because, well, they're IHOP!

Engage & Involve: The best PR stunts make the audience a part of the story. IHOP had us guessing; Red Bull had us praying and watching in real-time.

Weigh the Risks

The realm of PR is vast, with strategies as diverse as the brands they represent. But if there's one thing to take away from these viral sensations, it's that audacity often pays off. Today, many people are developing shorter attention spans - in that light, a viral PR stunt can be gold.

Finding that viral gold is about knowing your brand, understanding your audience, and then throwing the playbook out the window to do something utterly unforgettable. So, next time you're brainstorming PR moves, ask yourself: What can we do that's as bold as a space jump or as cheeky as a burger rebrand? The internet awaits your answer!

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles.

For more information about Imperium Group, please see https://navigator.imperiumgrouppr.com/.