Here's a great case study on why every live promotional event requires detailed advance planning. While this one's not as bad as the poor soul who lost his life jumping off the eiffel tower to promote a brand of jeans - this certainly didn't look great for Snapple in NYC. Total meltdown at their attempt at a Guinness Book World Record - with the end result just a sticky mess. Live events are always unpredictable. Be prepared to deal with the worst!
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