(RNS) A California pastor made headlines this month when he announced that he will live like an atheist for a year to see what it’s like on the other side of belief. But Ryan Bell is actually just the latest “stunt pastor” to use unorthodox means to draw attention to his message.

In recent years, other church leaders have challenged congregants to have sex (with their spouse) for 30 days straight or have dressed like homeless people or lived in a tiny box or on a spacious roof in order to gin up attention, attendance or funds.

This kind of reality-show piety has a history, of sorts, especially in Christianity: A fifth-century ascetic, Simeon Stylites, achieved great fame by living — subsisting, really – atop a pillar for some 37 years.

But the rise of the entertainment industry, combined with a focus on marketing techniques to preach the faith or build up a church, have sparked a penchant for ministry gimmicks that go well beyond the old dunk tank:

1. ‘Homeless’ bishops

Last Thanksgiving, David Musselman, a Mormon bishop in Utah, disguised himself as a homeless person and hung out around his church before the service. Several people asked him to leave, some gave him money, and most were indifferent. “Many actually went out of their way to purposefully ignore me, and they wouldn’t even make eye contact,” he said. Then he walked up to the pulpit, asked to deliver a message and revealed his true identity. Message received. Former Rhode Island Episcopal Bishop Geralyn Wolf did much the same thing a decade earlier, and for an entire month.

2. A month of sex — no ifs, ands or buts

In 2008, Paul Wirth of Relevant Church in Ybor City, Fla., challenged couples in the congregation (married, of course) to have sex for 30 days in a row – just as he and his wife did. Wirth cited a study showing that 20 million married Americans had sex just 10 times a year — and he said churches should do something about that. Hence the “30-Day Sex Challenge.” The reaction was overwhelmingly positive. “It’s been great,” congregant Doug Webber told the Tampa Bay Times as he and his wife finished up their month of sex — despite being parents of a newborn and a toddler. “We’re definitely sleeping better, and it’s really brought us together as a couple. I’m surprised it worked as good as it did.” The church periodically renews the challenge.

3. A week of ‘congregational copulation’

Later in 2008, the Rev. Ed Young of Fellowship Church in Grapevine, Texas, urged couples in his 20,000-member megachurch to follow him and his wife in a “Seven Days of Sex” plan, a week of “congregational copulation,” as he called it. In a follow-up gimmick in 2012, Young and his wife, Lisa, set up a bed on the church roof and pledged to spend 24 hours there together in front of God and everybody. But he suffered a sunlight injury to his eyes and had to cut this sexperiment short.

4. Losing weight for the Lord

The Bible has been cited as a way to get rich as well as a way to heaven, but it’s increasingly being mined by a health-conscious nation as a way to lose weight. Pastor Rick Warren of Saddleback Church in Southern California is the latest to promote Scripture as a fitness fad: In 2011, he said he needed to lose 90 pounds, and he challenged his congregation to help him do it on something he called “The Daniel Plan,” a 40-day regimen based on the Book of Daniel. Some 12,000 people signed up and in the course of the year shed a collective 250,000 pounds. Last December, Warren published “The Daniel Plan” as a book.

5. Living on food stamps, making a point