Kiwi stunt promotes breaking news on the web

Click to watch video

From the breaking news battleground in New Zealand…

One of the country’s leading news websites, stuff.co.nz, drew a crowd in downtown Auckland last Thursday, causing pedestrians to look up, grab their mobile phone cameras and start clicking.

The publicity stunt (click the video above to watch) touts the site’s commitment to being first with breaking news, while looking very much like a breaking news story itself. And of course, it’s all captured on video, which stuff.co.nz is no doubt hoping becomes a viral hit. (That would be much more likely if the stuff people offered a video embed code.)

It reminds me of the days when radio stations battled for breaking news honours. Remember 20-20 News, 60-second updates and news hotlines with weekly payouts for the best tips? This stunt brings that sort of competitive tub-thumping to online news. All good fun, but will it change reader behaviour?

Stuff.co.nz is owned by Fairfax, which publishes several New Zealand newspapers and owns the trademe.co.nz auction website.

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