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The Piss Off

PR Campaign
Wednesday 4th November, 2026

For their rivalry football game, the University of Michigan and Michigan State University set up competing urine-collection yurts and invited tailgaters to pick a side in a “Piss Off”. The playful contest gives researchers raw material to study how nutrients in urine could be turned into fertiliser for grass and flowers.

Why it worked: It hijacked a live rivalry moment with a cheeky, quotable call-to-action (“Piss Off”) plus a hard number (300 gallons) and clear scientific payoff.

The lesson: Consider staging a playful head‑to‑head at an existing mass gathering, with a subversive name, a simple tally, and a tangible research outcome.

University of Michigan Michigan State University
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