Improv Everywhere Creates Huge Stir with ‘Black Tie Beach’

Although this ploy is not considered Guerrilla Marketing, I felt it is a good example of how to create buzz.

Improv Everywhere is probably best known for being underdressed — you know, riding the subway in their skivvies — but recently the comedy troupe got suited up to go beaching at New York’s Coney Island. And by “suited up,” we don’t mean “in their bathing suits.”

Improv Everywhere Creates Huge Stir with Black Tie Beach Guerrilla Marketing Photo

A month ago, Improv Everywhere put out a call via its New York Mailing List for folks willing to dig up some cheap formal wear and kick it at Coney. The result is a rather uplifting video featuring hundreds of volunteers — from babies to elderly folks — surprising and delighting beach-goers attired in (far) skimpier fare.

Makesure to watch the vid all the way to the end, when a bystander expresses his joy at witnessing the stunt. Awesome. The last time I went to Coney Island all I got was an intense desire to get a tetanus shot.


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