Benjamin Moore’s Ultra Spec 500 paint is scarily effective. So how better to promote it than with a haunted hotel, hidden cameras, a creepy butler and a bunch of innocent contractors?
Why I’m Curious
It’s no secret: Stunts allow brands to cut through media clutter, and Benjamin Moore’s latest effort is no exception. One day after posting the above video, it already has over 10,000 views, which will likely increase given the content’s ability to be entertaining and seasonally relevant.
However, what I’m really curious about is if seasonality increases the virality of such stunts, knowing many brands have created popular content that is more evergreen in nature, allowing it to remain relevant for longer. Only time shall tell in the case of Benjamin Moore’s “scariest job in the world.”