Businesses are using theatrical stunts not for shock alone but to create viral content and drive sales conversations online
When Lunos, an AI startup in New York City, was gearing up for launch, its founder and chief executive, Duncan Barrigan, and his team wanted to make a splash. So they shelled out $3,500 to do the unconventional: hire a horse and a cowboy to lasso the bull of Wall Street.
On a sweltering evening in late September, the cowboy galloped toward the iconic sculpture in lower Manhattan. Wearing ranch gear and a western hat stamped with the Lunos logo, he lassoed the bull’s horns as invitees and curious passersby watched. He and the horse then circled the statue, handing out cowboy hats and branded stress balls.
