As the craft and science of marketing continues to be plagued by fragmentation and sharply reduced budgets, brand marketers are increasingly more receptive to alternative advertising options to reach consumers.
Those marketers are investing in “nontraditional formats,” explained Evan Giordano, strategist at Mother New York, with the hopes of creating moments in culture that consumers actually notice rather than ignore or worse, actively block.
These formats can range from PR activations (one recent example: Progressive’s brand mascot Dr. Rick became the first brand mascot to appear on the talk show Hot Ones) to long-form content to unusual brand activations (remember the hubbub around the Pop Tart bowl earlier this year?) to packaging innovation and other uncommon efforts.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The original post is at Marketing Archives – Digiday
Leave a Reply