How the 'No Pants Subway Ride' spawned copycats
Posted: May 9, 2011 | 10:14 ET
In this week's PERSUASION column, How the 'No Pants Subway Ride' spawned copycats, Simon Houpt talks with Charlie Todd, the 32-year-old founder of Improv Everywhere and how advertisers can benefit from Mr. Todd's approach to surprising and engaging the public.
“For us, a hit doesn’t mean, ‘Let’s keep doing the same thing, it means, Great, what’s next? How can we surprise people?’” says, Mr. Todd. “That’s something brands should be considering too – not just trying to recreate the success of what’s currently hot,” like last year’s Old Spice phenomenon, which dozens of marketers tried to imitate.
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