Last Friday, Black Sheep delivered a performance marketing schmorgasboard at Houston’s Social Media Breakfast, a monthly gathering where social media experts and newbies alike come together to eat, meet, share and learn. With the leader of the Flock presenting on the topic of publicity and using the unexpected to build your brand, we knew it was time to take action and develop a few unexpected surprises of our own.

In a new twist on stunting, we decided, instead of trying to execute one perfect dance or flash mob, why not deliver a tasting menu of sorts? Dramatic surprises that would burst on the scene in the middle of a talk about dramatic surprises bursting on the scene? Yes, please. No better way to prove our point – that the unexpected is memorable and will reinforce your brand. For those of you who missed it, this is how our stunt menagerie went down.

Operatic Tribute
Our kick off began with an impromptu show tunes inspired ditty performed by the notorious Mary Beth Smith. Lasting only a minute, the audience at social media breakfast paused mid-coffee slurp, shocked and dazzled by the songstress. Heads moved in unison, there was the temptation to whistle and Mary Beth puzzled them all by staying completely in character. Was this planned? Mary Beth, you are a master stunt diva. (Applause, applause!) Rating = 10

Picket Placement
Minutes later, Canopy was overrun by some very enthusiastic picketers. With plays on popular protest slogans, Black Sheep’s doctored signs to include “Make stunts, not bore.” and “Peace, love, and stunts.” With exaggerated movements and dramatic booming voices, the protestors walked by the windows of the restaurant and attendees quickly took notice. Inside, people laughed, and outside, legitimate breakfast patrons good-naturedly tolerated the tomfoolery. Rating = 8 (With points off for disruptive breakfasting.)

Bear With Us
Who was in the bear suit? We’ll never tell. As the human transformed into a bear on the street, cars pulled over to gawk. “I have to ask – what is this?” one passerby asked, to which the guy in the bear suit responded, “This is normal for us.” while slipping the bear head on. Completely in character and making bear growls for added effect, the bear proceeded to run up to the patio of Canopy, shake his money maker and suavely stride away. This, people, is how it is done. Rating = 10+

Freeze Frame
Last, but not least, were the final victims of our stunt medley. Five social media overlords from different areas of the room rose in tandem, gathered at the front of the room and froze in positions that mimicked yoga poses. Suppressing all emotion with vacant eyes, our stunters channeled Tyra Banks. There were no smize for miles. Rating= 10

These days everyone seems to be organizing a flash mob or attempting to reenact their favorite Glee episode for brand benefit. This showcase was a great opportunity for Black Sheep to show how, even on a small stage with only a few players, a handful of deliberate acts can go a long way toward brand-building. Thanks to all of you who donated your time – we hope we brought a little bit of rebellion to your morning.

Publicity and using the unexpected to build your brand

Social media breakfast

Regular

Last year, we helped set the stage for the inaugural TEDx Houston event by enacting a protest against apathy. Dozens of volunteers showed up to support our cause as we yelled, "Good enough never was!" and "Act today!" from a bullhorn in the courtyard outside the TEDx venue on the University of Houston campus.

The surrounding trees and yards were plastered with signs and posters espousing the same sentiments, and a handful of "medics" passed out manifestos warning of dangers of apathy and administered "vaccines" protecting attendees from the pervasive GAS (General Apathy Syndrome) leak.

Our goal was to get people engaged (all before 8 am) and to give them something unexpected – two feelings we believe constituted the essence of the TEDx experience. And based on the numbers of manifestos and stickers we saw throughout the day and the resounding praise and excitement we got from the crowd, we’ll venture to guess we did a pretty good job.

One of our most salient moments of the day, however, came from one of our own volunteers, a teacher at Waltrip High School, Dune Tencer. She may not have known what she was getting into that morning, but by the end, she was just as motivated as the rest of the passersby and wanted to take the anti-apathy message back to her students.

When Dune asked if she could borrow some of the signs to display in her classroom, we were more than willing to share. After all, with several videos and tons of press coverage, reaching as many people as possible was a major goal of ours. What better audience than a group of impressionable high schoolers?

And, even better, nearly one year later our signs are still hanging. Very, very cool.

So, since we are approaching the anniversary of one of our proudest moments, we couldn’t be more excited about the SECOND TEDx Houston happening June 11. We can’t say it enough – you have to experience TEDx Houston for yourselves. In all sincerity, it will be one of the most invigorating and inspiring days of your life. 

TEDx Houston: Where Do We Go From Here?