Trending PR Campaigns
McLaren’s McL 820 Kiwi Tease
McLaren placed a giant kiwi sculpture in London’s Covent Garden, with “McL 820” painted on its side. The unexpected mascot-led tease hints at a successor to the 750S with around 809 bhp, giving journalists a visual clue and a power figure to unpack, though the car and badge remain unconfirmed.
Why it worked: The physical Easter-egg reveal—a public kiwi statue carrying a decipherable “McL 820” badge—gave reporters a photographable scoop and a calculable power figure before confirmation.
The lesson: Consider staging a real-world prop with a cryptic, decodable stat that lets journalists do the maths and claim the scoop first.
Coverage over time
How this story spread across the media