Charming Charmin

I really hate the red and blue bears. However here's another approach from Content Marketing Today:

Yes, It’s True! Interruption Marketing Still Works If It’s Done Just Right

Posted: 09 Jan 2009 08:56 AM CST

Charmin goes right to the bottom with its big and bold Times Square campaign.

Thanks to Neil Davidson in a guest post at Avangate’s blog for reminding us that interruption marketing is not dead.

Sure, we are bombarded by way too many messages in way too many places. We are practically numb from the information and advertising onslaught.

But, that doesn’t mean we can’t be influenced by genuinely creative interruption marketing. See if you can apply this kind of creativity in your own marketing efforts, so that you are generating a different kind of relevant and compelling content. So awesome and outside the box that it just can’t be ignored!

As Neil puts it:

Charmin have spotted that the 150,000 “eyeballs” that pass through Times Square each day aren’t worth squat, but that 150,000 daily butts are. It’s a demonstration of how advertising matters and how, even in the clutter of Times Square, it’s possible to stand out. Not by being bigger, or brasher or brighter, not by sticking to the measures that your competitors define, but by being different, by choosing a different axis to be judged on, by redefining the rules.

It’s all about doing something remarkable, just like Seth Godin’s purple cows, as Neil notes. That was Seth’s shorthand for a truly remarkable product that can be marketed in a truly remarkable way. In fact, his book of the same name was sold inside a milk carton decorated with a purple and white cow pattern. That might not be conversational marketing, but it sure was a conversation starter.

Click on the link to read Neil’s entire post. It’s a great one: Interruption Marketing: Rumors of its Death have been Greatly Exaggerated

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