Alt Text = Real Money: The Accessibility Fix That Also Lifts SEO

Marketing isn’t just about running ads anymore. The best brands know that to stand out, they need to do something unexpected, bold, and sometimes even outrageous. Over the last decade, some companies have pulled off stunts so effective that they got millions of people talking—without spending millions of dollars on traditional ads. Some were pure genius. Others? Not so much. In this roundup, we’ll look at some of the biggest marketing stunts from the past ten years—what made them work, what didn’t, and the lessons we can take from them.

1. IHOP Pretends to Change Its Name to IHOb

The Setup In 2018, IHOP (International House of Pancakes) did something no one saw coming. They announced they were changing their name to IHOb—International House of Burgers. Social media lost it. Was IHOP really giving up on pancakes? Were they serious? People debated, tweeted, and speculated. News outlets picked it up. Late-night hosts made jokes about it. The whole thing went viral. What Worked ✔️ People love a good mystery—IHOP kept everyone guessing. ✔️ It played on nostalgia—fans didn’t want to lose their beloved pancakes. ✔️ It got free press everywhere—the stunt was covered on major news platforms. What Didn’t Work ✖️ Some people were disappointed—once they realized the name wasn’t really changing, it felt like a cheap trick. The Takeaway This proves that curiosity is one of the most powerful tools in marketing. If you can make people talk and speculate, you win. If you liked this approach, check out Why Thinking Outside the Box Gets People Talking for more on how unconventional ideas drive engagement.

2. Burger King’s “Moldy Whopper” Campaign

The Setup Burger King wanted to show off the fact that their Whoppers contain no artificial preservatives. Instead of saying it, they showed it—by releasing an ad featuring a Whopper covered in mold after being left out for 34 days. What Worked ✔️ It made a point without words—you saw the message instantly. ✔️ It sparked conversations—people debated whether it was disgusting or brilliant. ✔️ It positioned them as different from competitors—McDonald’s burgers have long been rumored to never rot. What Didn’t Work ✖️ Some customers found it unappetizing—not everyone wants to see rotting food in an ad. The Takeaway A strong visual can be more powerful than any tagline. The best marketing doesn’t just tell—it shows. This also ties into Why Brands Are Using Real People Instead of Actors in Ads (And Why It Works). Authenticity works—even if it’s ugly.

3. Tesla’s Cybertruck “Unbreakable” Windows Fail

The Setup In 2019, Tesla unveiled its futuristic Cybertruck. One of its key selling points? Shatterproof windows. During the live event, CEO Elon Musk asked an engineer to throw a metal ball at the window to prove how strong it was. The glass shattered instantly. What Worked ✔️ It became an internet sensation—memes flooded social media within minutes. ✔️ The mistake made it more human—the unplanned failure actually made Tesla feel real. ✔️ The stunt drove sales—despite the fail, pre-orders skyrocketed. What Didn’t Work ✖️ It didn’t go as planned—obviously, the goal wasn’t to break the glass. The Takeaway This is proof that not all marketing stunts need to be perfect to be effective. Mistakes, when handled well, can actually boost engagement and humanize a brand.

4. Netflix’s “Bird Box” Challenge (That Got Too Dangerous)

The Setup Netflix released the horror movie Bird Box, where characters had to navigate the world blindfolded to survive. Fans started imitating the concept, attempting everyday tasks while blindfolded—from cooking to walking through the streets. The challenge took over social media, with thousands participating. But things escalated when people started driving while blindfolded, leading Netflix to issue warnings. What Worked ✔️ It felt organic—Netflix didn’t create the challenge, fans did. ✔️ It kept the movie relevant for weeks—the buzz lasted far beyond its release. ✔️ It turned into free advertising—every challenge video reminded people to watch Bird Box. What Didn’t Work ✖️ It got too dangerous—when people started getting hurt, it became a PR issue. The Takeaway If a campaign gets out of control, it can backfire fast. Brands need to keep an eye on audience participation before it turns into a liability.

5. Popeyes vs. Chick-fil-A: The Chicken Sandwich Wars

The Setup In 2019, Popeyes launched a new chicken sandwich and took a direct jab at Chick-fil-A on Twitter. What happened next was pure chaos. ✔️ Customers lined up for hours to get the sandwich. ✔️ Restaurants ran out of chicken within days. ✔️ The internet turned it into a war, with people passionately debating which sandwich was better. What Worked ✔️ It felt fun and competitive—people love choosing sides. ✔️ It tapped into social media culture—memes and jokes fueled the trend. ✔️ It created a sense of urgency—the sold-out sandwiches made people want them more. What Didn’t Work ✖️ Employees were overwhelmed—some Popeyes locations struggled to handle demand. The Takeaway A little playful competition can spark massive engagement. If done right, social media banter can turn a product into a cultural moment. This aligns with Guerrilla Marketing 101: How to Capture Attention in Unexpected Places—sometimes, all it takes is a bold statement in the right place to start a wildfire.

What These Stunts Teach Us About Marketing

Looking at these marketing stunts, a few patterns emerge: ✔️ The best marketing stirs curiosity – IHOb had people debating for weeks. ✔️ Not all failures are bad – Tesla’s mistake became its biggest PR moment. ✔️ Realness beats perfection – Popeyes’ sandwich war felt fun, unfiltered, and real. ✔️ Bold visuals work – Burger King’s moldy Whopper proved a point without saying a word. Marketing isn’t just about selling a product—it’s about creating moments people remember. If you’re thinking of doing something outside the norm, check out Why Thinking Outside the Box Gets People Talking. The biggest marketing wins come from taking a different approach.

Want to Pull Off a Bold Marketing Move? The it Crowd Can Help.

The best marketing campaigns aren’t just ads—they’re experiences. That’s what The it Crowd does best. They help brands create ideas that get people talking, sharing, and actually paying attention. If you want your brand to stand out instead of blending in, they know how to make that happen.

The Bottom Line

The best marketing doesn’t look like marketing—it looks like a conversation. A joke. A mystery. A spectacle. So next time you plan a campaign, ask yourself: 💡 Would this make me stop and pay attention? 💡 Would I share this with a friend? 💡 Does this feel like an experience, not just an ad? If the answer is yes, you’re onto something big.

Frequently Asked Questions

What is alt text in web design?

Alt text is the written description attached to an image on your site. It tells search engines what the image shows and makes the content accessible for people using screen readers. When used correctly, alt text SEO boosts discoverability while supporting accessible web design, turning every image into a small but mighty marketing asset.

Why is alt text important for businesses in Dallas?

For local companies, accessibility is both a customer service value and a compliance requirement. ADA website compliance includes proper use of alt text, and ignoring it can expose Dallas businesses to legal risk. More importantly, writing thoughtful alt text ensures every visitor can access your content while also improving search visibility for local buyers.

How does alt text improve SEO and digital marketing?

Search engines can’t “see” images; they rely on text. Alt text gives them context, which means your images can appear in Google Image results for relevant searches. When you pair concise descriptions with keywords, you improve SEO signals, extend your reach, and make your digital marketing more effective without extra ad spend.

What are the benefits of writing good alt text for small businesses?

For small businesses and startups, good alt text is a cost-effective way to increase traffic. Each product or service photo becomes searchable, helping you connect with customers already looking for what you sell. It also supports accessible web design, which builds trust and shows that you value every customer’s experience.

How can The it Crowd help with alt text and accessibility?

At The it Crowd, we know details like alt text often get overlooked. That’s why our team includes accessibility and SEO checks in our workflow. From auditing missing descriptions to writing contextual, brand-aligned alt text, we help Dallas businesses strengthen both accessibility and search performance, making your site more inclusive and more visible.

Alt Text = Real Money: The Accessibility Fix That Also Lifts SEO

1. IHOP Pretends to Change Its Name to IHOb

2. Burger King’s “Moldy Whopper” Campaign

3. Tesla’s Cybertruck “Unbreakable” Windows Fail

4. Netflix’s “Bird Box” Challenge (That Got Too Dangerous)

5. Popeyes vs. Chick-fil-A: The Chicken Sandwich Wars

What These Stunts Teach Us About Marketing

Want to Pull Off a Bold Marketing Move? The it Crowd Can Help.

The Bottom Line

Frequently Asked Questions

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