Now that's called marketing! Londoners were in for a shock when they saw a 50-foot tall bath duck floating down river Thames on Tuesday morning. A city-based gaming website set off the bath toy from West India Dock in Isle of Dogs, east London, in an attempt to encourage people to laugh more.

The toy duck that floated along the Thames passing the O2 and the towers of Canary Wharf toward the Tower Bridge was set off by "EastEnders" actress Barbara Windsor. The duck was launched to celebrate Jackpotjoy's new Facebook initiative FUNdation.

FUNdation will fund the most unusual ideas to have fun sent by people. Windsor said, "We thought a giant rubber duck floating down the River Thames was a great way to kick the FUNdation off, and it definitely raised a smile and a chuckle from everyone who saw it."

"After the Queen's Diamond Jubilee Pageant, the floating Olympic rings and David Beckham jetting into the Olympic opening ceremony, the Thames really has seen it all this year. The giant duck was a perfect way to round it all off and it certainly cheered everyone up," she continued.

After this extremely unique PR stunt, Jackpotjoy wrote on their Facebook page, as reported by The Inquisitr, "Did everybody enjoy the #JackpotjoyDuck today? We wanted to do everything we could to help cheer up the Nation. But it doesn't end there, because now it's your turn! Putting a giant rubber duck on the Thames is the exact sort of fun we want you to submit to the Jackpotjoy FUNdation. If you send us a video or a picture of you proposing a crazy, wonderful, fun idea that you want to turn into a reality - then, like the #JackpotjoyDuck, we might just do it!"

The company hopes that this duck stunt will encourage people to have more fun and laugh more during the day. It has been found that the modern day people laugh almost three times lesser than those sixty years ago. According to a research generated by the website, Britons laugh about 7.2 times a day, but psychologists recommend that people should laugh at least 15 times a day to lead a healthy and happy life.

The airtight duck was completed in 800 man hours by the combined effort of eight people, reported Daily Mail. To view pictures and the video of the 50-foot duck floating down the Thames, click here.