Diary: Media Markt TV stunt backfires

Companies tempted to emulate the tactics of Big Brother to bolster their profile, be warned: a German electronics retailer's reality TV PR stunt to this effect has just backfired.

Media Markt tried to attract publicity by putting would-be young recruits though job interviews live on air. Auditions took place in front of a panel of judges and thousands of viewers and listeners of major German TV and radio stations.

But the prize applicants were vying for was only a job as an apprentice sales assistant in a Media Markt store.

Still, it was Media Markt that had egg on its face as critics accused the show of exploiting unqualified school leavers for publicity.

Suddenly publicity-shy, Media Markt refused to answer questions over the phone, advising us to send our queries by email. We're still awaiting a response.

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