Pseudo-science is the linkbait of the future. In order to gain nationwide publicity for your brand, all you need is a survey, a 'scientist' and a formula. These are six of my favourite PR campaigns which have been disguised as science, fooling not only the general public but science journalists from all over the world.


Scientists Say Jessica Alba has the Perfect Wiggle

This study commissioned by Veet the makers of hair removal cream was carried out by Cambridge University professor Richard Weber. The Daily Telegraph reported the story saying

it is the ratio between hips and waist that puts the sway into a woman's walk

the perfect ratio is 0.7 according to the scientists and Jessica Alba beat off opposition from Marilyn Monroe and Kate Moss amongst others. But further research by Ben Goldacre from www.badscience.net uncovered the fact that the whole study was commissioned on the understanding that Jessica Alba would win and the PR company concerned looked around for a 'scientist' to back up their findings with a suitable equation. Veet received plenty of publicity from the mainstream press and a number of backlinks from websites critising the research.


The perfect way to pull a Christmas cracker

Commissioned by Tesco, this research published by Paul Stephenson of the University of Surrey conlcluded that you should pull straight and steadily while your opposite number weakens the bonds that hold the cracker together. This piece of PR resulted in widespread coverage across all the British media including the Daily Telegraph and the BBC, but the BBC news piece gives a link back to the researchers Qinetiq rather than the Tesco website. A huge opportunity missed in link terms but plenty of brand coverage for Tesco.


The Perfect Penalty Kick

hit the ball at a speed of at least 65mph and aim for one of the top corners

Now I'm not the greatest footballer in the country but isn't it a little obvious? Even the England team understand the principles here. The actual formula doesn't seem to be available, but this research sponsored by the betting chain Ladbrokes and carried out by Liverpool John Moores University resulted in plenty of brand exposure especially in the sporting press but no links back to the Ladbrokes site.


The Formula to Find the Happiest Day of the Year


This equation sponsored by Wall's Ice Cream and developed by Dr Cliff Arnall at Cardiff University has appeared in the press in 2007 and 2008. The symbols are explained as follows

O - being outdoors and outdoor activity
N - connection with nature
S - socialisation with neighbours and friends
Cpm - childhood positive memories
T - mean temperature
He - holiday expected

Walls Ice Cream received a lot of press coverage and the association of the brand with a lovely summer's day is obviously beneficial to their sales, but once again there are no lasting links to their website from the articles or news stories.


The most miserable day of the year

Another equation by Dr Cliff Arnall but this time sponsored by Sky Travel who succeeded in receiving a number of links from travel websites and large amount of coverage in the UK and US press. But once again when you look at what the impressive looking symbols represent you begin to see a pattern emerging.

W - weather
D - debt
d - monthly salary
T - time since Christmas
Q - time since failed quit attempt
M - low motivational levels
NA - the need to take action

Journalists can be lazy, a neat little equation backed up by an academic from a well known university can gain you plenty of publicity for your brand and plenty of links back from websites critical of your research!


The Beer Goggle Equation


Sponsored by Bausch & Lomb the eye care specialists this piece of PR genius disguised as scientific research has everything a reader of a tabloid wants to hear. Produced by Dr Nathan Efron from the University of Manchester the symbols represent:

An - the number of servings of alcohol
S - the smokiness of the area on a scale of 0 to 10
L - the lighting level of the area, (candelas per square metre)
Vo - Snellen visual acuity
d - the distance between the observer and the observed, (metres)

The basic premise is that the more you drink, the more attractive persons from the opposite sex appear. Links back to the Bausch website from articles about this study are few and far between, the only one seems to be from SEOBook suggesting that in the future, 20% of linkbait will come from commissioned 'scientific' studies, I have to agree entirely.

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