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Think Inc

The Idea Works

Clients: Case Study

The Testicle Cookbook

What We Did

Testicle Cookbook

The brief from Yudu.com, the digital publishing site, was to win profile and visitors.

Our response included publishing ‘The Testicle Cookbook: Cooking With Balls’, a multi-media book by a Serbian testicle chef and world authority on testicle cuisine.

Recipes for ‘Testicle Pizza’, ‘Battered Testicles’ and ‘Bull Testicles With Béchamel Sauce’ were among 31 dishes served up in the world’s first testicle cookbook, complete with videos of the author peeling and slicing frozen testicles.

“The Testicle Cookbook has been a huge success... better than we could have hoped for or imagined.”

—Lisa Moore, marketing manager, Yudu.com

Outcome

Coverage from The Sun

Huge global coverage, mainstream and viral, in umpteen languages.

Googling “Testicle Cookbook” at one stage delivered 171,000 results, plus 2,846 blog-posts.

The resulting traffic – especially on the day the story made the home-page of Yahoo! News – not only crashed Yudu’s site but helped Yudu more than double its traffic during a three-month period, when it also rose over 38,000 Alexa.com places.

“Everyone's very excited about a new e-cookbook launched today, by online publishers Yudu. It's been compiled by a Serbian fellow called Ljubomir Erovic who has apparently been a testicular cook for some 20 years.”

—Susan Smillie, Guardian.co.uk

Coverage

News agencies including:

  • Reuters
  • Agence France-Presse
  • The Press Association
  • Flash News (Pick-of-the-year)

Global coverage including:

  • Front page of Yahoo! News
  • CNN
  • BBC
  • Boingboing.net
Yudu.com

Key Points

  • 171,000 results Google search results, plus 2,846 blog-posts
  • Helped Yudu.com more than double its visitor numbers

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‘Think Inc brought us a scale of attention out of all proportion to cost... Peter Freedman is truly a jujitsu master of modern PR.’
—Gart Davis, Lulu.com/Spoonflower.com

Think Inc provides quirky, creative PR that spreads virally and wins global attention. We are UK-based but also work internationally.

Other names for what we do include: social media marketing, viral marketing, viral PR, viral advertising, guerrilla marketing, guerrilla PR, buzz marketing, buzz PR, or simply online PR, since it works so well online.

One Communications Director called it "the Holy Grail: what everyone's looking for; the sort of PR that drives traffic and spreads around the web".

Another client called it "a uniquely cost-effective form of online marketing [that] brought us both visitors and high-quality links".

Others hire us for generating buzz or brand awareness.

Our work helps clients stand out from the crowd and typically delivers value out of all proportion to cost.

We’ve worked for Craigslist, Apple, Marks & Spencer, The FA, Visit Scotland; Lulu.com and Badoo.com.

We’ve scientifcally identified London’s most romantic Tube station and the perfect title for a bestseller; published the world’s first Testicle Cookbook; and launched the first literary prize for books based on blogs.

In an age when attention is the scarcest resource, our ideas cut through the media clutter and win attention that money can't buy.

Note: Not everyone spells “guerrilla” – as in guerrilla marketing or guerrilla PR – the same way.

Some people also write guerilla PR or guerilla marketing; guerila marketing, guerila PR; or, of course, gorilla marketing or gorilla PR.