There are two reasons to go down this route.
The first is to get on the news and create some buzz around your brand.
The second is to generate content that will get passed around on social media.
Your spectacle could be in the form of a public event, a roadshow, a PR stunt or a film, any of which deliver a payoff that is consistent with your brand promise.
Be ambitious with your spectacle.
If possible, aim to set a world record.