Is it a plane? Air Force One? An event?
This event demonstrates the extraordinary lengths to which people go to create a buzz for the brand. View the interview to know more about this event.
But the 'Mother of all events' is the famous shoe made in Turkey and thrown in Iraq. Read about the buzz it gave the shoe manufacturer here. I also learnt a couple of pointers from this event on how to create a buzz. They are as follows:
It should be spontaneous and real (or at least close to real), the brand (or product) should only be a via media to convey the message (it should not be overtly 'The Brand') and lastly one needs a sucker who is prepared to cool his heels as a guest of the government.