This Business News Story Was Uncovered By Us From: http://www.youngupstarts.com/2019/07/04/be-shareable/
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by Tim Staples and Josh Young, co-authors of “Break Through the Noise: The Nine Rules to Capture Global Attention“
I’d blown it.
I was standing outside a hotel suite in the middle of winter in Madrid and sweat was pouring down my face. On the other side of the door was Cristiano Ronaldo, the global soccer superstar and one of the most famous people in the world.
And he had just kicked me out.
My mind raced. Today was supposed to be one of the biggest days of my career, but it was quickly becoming my worst. As I sat in the dark hallway with the sounds of a loud conversation in Portuguese pouring through the door, only one thought was blazing through my head: had we pushed it too far?
The year was 2015 and my company, Shareability, had already been behind some of the biggest viral hits of the past few years. With each new video, we had pushed the limits further and further, which gained us international attention and eventually led to meeting Ronaldo’s team and getting into business with him to launch a new brand.
Hence, we were in Madrid for our first shoot with Ronaldo and his headphone brand, ROC. True to form, we were pushing the limits. Instead of merely shooting a routine commercial, we had sold him and his team on a crazy, real-world stunt, where we would dress him up as a homeless man and have him beg for money in the middle of one of the busiest plazas in Spain. A plaza, mind you, that — because of his instant recognizability — he couldn’t normally walk into because he would be mobbed. Most superstars with Ronaldo’s level of fame wouldn’t dare such a stunt, but Ronaldo’s manager, a brilliant guy named Ricardo, understands what it takes to make his friend and client stand out from the crowd of celebrities.
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