Of course, my role as publicist is to make sure as many people hear about it as possible. And today marked a significant step in that direction, as XS was the subject of a fun, tongue-in-cheek story in the Chicago Sun-Times.
My idea to propose a U.S. Department of XS Energy, and to tie it into a national political party convention, came in May, after I read a book by publicity stunt veteran Peter Shankman.
In Can We Do That? Outrageous PR Stunts That Work–And Why Your Company Needs Them, Shankman details how he used the 2004 Democratic Party National Convention to generate gobs of media coverage for one of his clients.
When I noticed that the Green Party convention was in Chicago–on the same weekend that XS Energy Drink co-founder David Vanderveen would be in town for another promotional event–it had all the elements for a perfect Publicity Stunt Storm.
Among our next steps is to spread word of the Sun-Times‘ coverage to other media, and expand awareness. By the way, XS racked up $150 million in sales last year, placing it #6 in overall energy drink sales, including tops in online sales–and that’s no bull!