NYC Pillow Fight on Wall Street

www.pillowfightday.com

For those of you less informed, April 4th 2009 was International Pillow 

Fight Day.  A day in which thousands (likely hundreds of thousands) of people in cities all around the world indulged in a series monstrous pillows fights to celebrate the occasion.  Luckily, on this festive weekend one of my best friends from Phoenix was visiting and we shared the unique and memorable day together with thousands of other New Yorkers.

I had no idea what to expect so we got there early to watch the crowds pour in and take over the streets that were already barricaded and patrolled with officers.  By the time the horn sounded every street in every direction was flooded with pillow-bearing participants ready to wield at any available target.

I am still amazed at the hilarity of it all, and even more so at the success.  This pillow fight and other random events like it (like many organized by Improv Everywhere) really showed me two things.  First, this event alone proved to me the effectiveness of viral marketing, which I had the chance to learn more about in my time at MKG and a means by which I plan to learn how to engage and take advantage of in my career.  Second, I realized that the mass appeal of out of the ordinary, semi-rebellious, fun events such as this one is a great marketing opportunity.  If a company or non-profit organization were to take over something like this and own it and turn it into a benefit or a fundraiser they would not only spread their brand awareness, but also get the ripple of media attention to follow.  For example, at the end of the pillow fight, participants could've donated their new or gently used pillows, which could be distributed to homeless shelters in the area.  

I think that many non-profits could come up with fun events such as this to get item donations for a good cause, because the only thing better than a fun crazy day, is knowing that you're helping out a good cause in the process.  Another added benefit in this is that the more outrageous it is the more attention it gets! Check out this photo.  You can see, beyond the pillow fighters, that the steps of this building and all the others around it are packed with media, photographers, reporters and the like all capturing the chaos. (Can you say free publicity?)

More photos of Tara & I from the NYC Pillow Fight

www.msburdick.com/Kimber&Tara