The concept of nontraditional advertising is nothing new. For decades we’ve seen brands plaster their names on baseball stadiums and giant hot dogs cruising the streets (does anyone still have a weenie whistle?). But with newspapers dropping like flies and DVR becoming the standard in our TV viewing experience, many companies are left looking for new, innovative ways to reach consumers.
Nontraditional advertising can create amazing results with an small price tag. Anyone 13 or older can create a YouTube account and start sharing videos. Doritos found success by allowing fans to create and upload their own commercials and letting others vote for their favorite. Winning spots were placed in the Super Bowl and have since found a home on the AdAge.com weekly viral video chart – similar to music’s Billboard Hot 100 – that tracks the most-viewed videos of the week.
Of course, there is much more to nontraditional advertising than viral videos and contests. When the Chicago River was dyed green as part of the city’s annual St. Patrick’s Day tradition, McDonald’s took advantage by creating a giant replica of a Shamrock Shake (a green, mint-flavored milk shake) that appeared to have spilled in to the river, making it look as if the ice cream had caused the river’s transformation. The stunt received instant buzz that reached far beyond any Chicago news affiliate and created recognition for the Shamrock Shake across the globe.
There are no constraints on nontraditional advertising except your own imagination. But be prepared to invest plenty of time and energy to achieve your goal. Non-traditional advertising can generate instant results but requires a lot of creativity and a long-term commitment.
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