Any coverage is good coverage.
Agree or disagree?
Case study: Adweek ran a piece recently about Friend .com's NYC subway takeover, reportedly a $1M, city-wide campaign that’s already getting defaced and debated on the ground.
Here’s the point: the best campaigns don’t just sit politely in the background. They get people talking — loudly, weirdly, passionately. Positive chatter is great. Outrage works too. Both get you earned attention that a press release never will.
David Ogilvy put it bluntly: “If it doesn’t sell, it isn’t creative.” But there’s a corollary worth remembering..if it doesn’t get noticed, it can’t sell.
What Friend did was simple: place a bold idea where people actually are (and where it can be experienced, shared, photographed).
The reaction (even the graffiti) is the metric. Conversations, screenshots, takes across X/Threads. That’s the modern PR funnel!
That doesn’t mean be reckless. It means be purposeful with risk. If you want attention that scales beyond paid reach, design for reaction.
Make it visible, and be ready to own the conversation when it lands.