In the early hours of Saturday to Sunday in Alicante, a publicity action caused a stir by setting up a false alcohol test within the framework of the city’s Carnival.
This strategy, executed by a hamburger chain, sought to generate brand awareness in an unconventional but effective way.
The event fits within the so-called ‘guerilla marketing’, a tactic that seeks impressive results with minimal investment. In this case, the action focused on simulating a complete police control, with fake agents, signs and patrol cars, around a nightclub. “The first control that gives you meat and not takes it away,” they later commented on social networks through their official account.
Drivers who approached the checkpoint, thinking it was official, were surprised to discover that it was a publicity stunt. The fake police officers gave them a bag with a branded hamburger inside, along with a message of moderation to enjoy the night.
The initiative, which took place in a private area, quickly went viral on social networks, highlighting the reaction of drivers who went from believing they were at a real police checkpoint to receiving a hamburger before entering the nightclub.
However, it is important to keep in mind that impersonating State security forces is a crime. Although the action took place in a private space, the firm should have communicated it to the relevant authorities to avoid possible legal problems.
The crime of usurpation of public functions, contemplated in the Penal Code, establishes prison sentences for those who illegitimately carry out acts of an authority or public official, attributing official status.
Although the action generated great repercussion and notoriety for the hamburger chain, it is essential that brands maintain a balance between advertising creativity and respect for legality to avoid unwanted consequences.
