Ambient Marketing – Non-standard Promotion, Why Use It?
Intrigue! Amuse! Shock! Don't let them forget you!
Nobody particularly likes advertising today. Ads interrupt movies, annoy us on the radio, make reading difficult. However, there are exceptions to the rule. They can be summed up in one word: originality.
Ambient marketing is an original, surprising, creative form of advertising using unconventional solutions. According to British agency Concord Advertising (1990s): "a rapidly growing sector of non-standard ways of using the reality around us for advertising purposes".
Forms of ambient marketing
// TYPES OF AMBIENT MARKETING:
Trendsetting and influencers
TRENDSETTER
A person who recommends a product for non-economic reasons — not rewarded by the brand.
INFLUENCER
Online trendsetter — most often operating on social media.
COOLHUNTER
A hunter of trendsetters and influencers for brand marketing activities.
Why use ambient?
The most important thing in advertising is capturing attention. Ambient captures it just like everything different — purple hair, donuts stuffed with meat, or a book without a single word.
McDonald's — a brand that has never been afraid of marketing challenges. Their specialists seem to be masters at using the environment. Fries as a pedestrian crossing? Why not!
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