VIRAL Before “VIRAL”

The Story Behind the “Sopranos Arm” (Earned-Media PR Stunt)

How many PR stunts are still talked about 20 years later? At least one. The iconic “Sopranos Arm” PR stunt went “Viral” way before “Viral” became a term associated with social media. Despite being produced two years before the first iPhone launched and during Facebook’s infancy when less than 1% of people even heard of Facebook–this unconventional PR stunt received international media coverage without any help from social media or any digital media at all.

After NYC taxis were fitted with severed arms of mafia hitmen(complete w/pinky rings of course!), I personally ran the two photos below to the ad agency’s Director of Communications asking if we could send them to TV & newspaper media outlets. Til this day, I’m not sure if he did, but I know I DID! Despite being a very junior creative, I remember being hungry for more than just a Cannes Lion. My mission was for more than just New Yorkers to see this crazy/fun stunt at this pivotal time in entertainment history–leading up to the final season of what Rolling Stone ranked as “The #1 TV Show of All Time.”

For minimal cost, HBO got MUCH more eyeballs than from the big-budget TV campaign they were running. From international TV news coverage–to being ripped-off in Russia (See below), to people still talking about it 20+ years later, there’s one thing for certain: A timely idea CAN get massive earned-media coverage and go “Viral” purely on the strength of the idea–without the help of any digital media. Ultimately it received more press coverage than a real mob-hit.

Below are some news clips, recent social posts, and a rip-off version: