Astonishing photo of a truck laid on its BACK in an alleyway shocks social media – but not everything is as it seems
- A truck caused a stir after it was wedged up against a narrow passage in Sydney
- The marketing move in Sydney’s CBD got people questioning how it got there
- A beer company used the ‘clever installation’ to get their new brand out there
A beer company is making a rumble on social media after it parked a red truck on its hind wheels between two buildings – with an emblazoned logo for all to see.
The Furphy beer brand vehicle was wedged in a narrow passage way at Australia Square in Sydney, with a passerby snapping it and putting it up on Reddit this week.
‘Marketing stunt or just really bad at parking?’ read the post.
‘The ‘clever installation’ caused a buzz on social media as it was seen ramped up against a wall
The truck, though not functioning, was put out in a marketing move for a new beer brand
Social media users asked how much it would have cost for the crane hire of the installation
A Furphy spokeswoman told Daily Mail Australia the truck is an installation, which will sit there for 24 hours as part of a promotion to launch a new crisp lager.
‘We just want to keep people guessing about what the Furphy is about, and we hope by the time we pull the installation down, we would have caused a bit of a stir,’ she said.
Social media users were quick to pick up on the marketing ploy, even claiming the individual who posted it was part of the stunt.
‘Marketing intern: “what if I take the photo myself and post it on Reddit and pretend I just walked by”.’
Another joked about the marketing spending, saying the ‘entire budget was spent on the crane’ to place it in position.
But the spokeswoman said it was put in by an installation artist who has worked on sculptures by the sea.
‘No, there were not millions of dollars of marketing budget spent on a crane, but a very clever creation for the stunt,’ she said.
She said the 7.8 tonne truck didn’t function as the engine had been removed in a six-week operation to get the vehicle to the perfect size.
‘The installation went from 10pm trough to 4am on Tuesday with over a dozen crew of engineers and construction experts,’ she said.
Two social media users had already begun a debate over whether it was real truck, as another wrote, ‘definitely marketing. It has us talking about it doesn’t it?’
A large truck installation caused a stir in Sydney’s CBD, and is set to be parked there all week
The stunt, which is expected to be in place until Saturday, is part of a BWS promotion starting on Thursday where people can claim a free six-pack of beer.
It comes in the wake of declining beer consumption across the country, prompting brewers to get their brand out there.
A Roy Morgan Alcohol Consumption Report said that consumers are drinking more spirits, with the trend on the way up to overtake beer consumption this year.
The Furphy beer brand sprung up in 2014 and is brewed at the Little Creatures Brewery in Geelong, Victoria.