There has been quite a bit of hype on the royal baby of Prince William and Duchess Kate Middleton. Paddy Power, an online gambling company, took this opportunity to create a guerilla activation effort to boost their brand awareness as well as encouraging people to bet on the hair color of the royal baby. A rather amusing way of gambling yet very provocative. I am quite sure this is bound to spark controversy and fuel conversations. Very bold and daring approach to create the media tension. Now, imagine this, they had four grown men all decked to look like ugly-looking babies and having them parade all around town! They appeared in the London Tube as well as make appearances in the public. Not forgetting Buckingham Palace of course. If your idea has the potential to garner media attention, then it has definitely spread it’s worth your audiences as well.