As part of a city blitz effort across the country to gain awareness of the publication, The Economist wanted ideas for a targeted effort in or near Dallas, Texas, that would help them reach their desired audience. The task was clear: stimulate interest in and awareness of The Economist in the Dallas metro area.

In the midst of a deepening recession, The Economist wanted to challenge their intellectually curious target with a ride on a mechanical bull symbolising their current financial “ride.” The mechanical bulls were outfitted with blankets that identified them as the “Housing Market,” “Stock Market” and “IRAs.” Riders at the well-attended street fair could choose a bull and attempt to stay on as it bucked. Economist branding was well-represented throughout.

The Economist mechanical bull ride was very successful. Person after person took up the challenge of riding the bull and the message and humour was not lost on any of them. Local television stations and newspapers picked up on the event, and increased its reach and impact.