Sometimes a PR stunt needs to seemingly backfire so badly that it goes all the way around the failometer and starts clocking up considerable positive points. Take the case of the Edinburgh chili eating competition which hospitalised two contestants. This from The Telegraph:
"Curry house owner Abdul Ali admitted that he would have to "tone down" the contest, but said the challenge had raised hundreds of pounds for charity CHAS.
"He added that half of the 20 people who took part in the challenge had dropped out after witnessing the first 10 diners vomiting, collapsing, sweating and panting."
Ah yes, the old "vomiting, collapsing, sweating and panting" publicity stunt - a winner for any restaurant.
But then consider it's been covered on the BBC and The Telegraph as well as countless other outlets such as The Scotsman - all making reference to the fallen heroes who have tried and failed to tame the Kismot Killer; each article a call to arms to those people thinking "...surely it can't be that hot".
Even those who don't believe a good meal should end in the back of an ambulance, or panting and wheezing on the floor of a restaurant, may be tempted to dine at the periphery of such a spectacle.
It's no wonder perhaps that, The Telegraph reports:
"...Mr Ali said he felt the competition had gone well."
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