One approach to break through the advertising clutter and ramp up consumers’ engagement with a brand is to create a spectacle, where the message is itself a form of entertainment. In the early days of radio and television, ads literally were performances—show hosts integrated marketing messages into the episodes.
Today live advertising is making a comeback as marketers try harder and harder to captivate jaded consumers:
- Jimmy Kimmel did a skit on his night-show program about Quiznos Subs.
- Axe body products sponsored a posh Hamptons (New York) nightclub for the whole season where it became The Axe Lounge with branding on the DJ booth and menu and Axe products in the restrooms.
- A British show broadcast a group of skydivers who performed a dangerous jump to create a human formation in the air that spelled out the lettersH, O, N, D and A.
- Honda built a musical road in Lancaster, PA; grooves in the cement create a series of pitches that play the William Tell Overture when a car drives over them.
- A public health campaign to promote awareness of colorectal cancer erected a 20-foot long inflatable colon in the middle of Times Square.
- In Hollywood 500 guests showed up for what they thought was the debut of a new TV series called Scarlet. The event was in reality part of a new campaign for LG Electronics’ new line of Scarlet TVs.
It pays to turn your audience into part of the show. DO make a spectacle of yourself!