If you were out and about last night, you probably noticed one sure way to break through: burrito giveaways. Chipotle's free burrito event netted crowds stretched around multiple city blocks at the downtown locations here.
But, if you don't have a burrito bar built into your core business strategy, here's another suggestion:
Sure, it sounds old school, but I'd argue that some of the most engaging DR work going on right now can be found among the newsprint and val-packs right in our mailboxes. It represents opportunity seized from the jaws of faux highlighters and foil starbursts. So attention will be paid!
My favorite is the new catalog work coming out of Neiman Marcus. This seen@nm series targets a younger audience with a more editorial style and breaks out of the usual catalog form factor with a tabloid shape and a great matte stock that just makes the sexy color pop. The quality and content feels exclusive. It not only breaks through -- I'm guessing it's a temporary keeper in a stack of recent issues of Vogue and The New Yorker in bedrooms around America.
My second favorite is totally local, although the concepts are paralleled nationally.
Local example. Take a look at this item:
Couple of buy local stickers and a business card from the Director of Dangerous Ideas at AreYouBrilliant.com. It came in a plain envelope, handwritten with my address and stamped with the brilliant logo.
I was curious and logged on to check it out. (Incidentally: logged on? Total adopter word. Who logs on anymore? Oh, wait, sorry Mack.)
Seems like community action, right? Nope. It's an insurance agent who specializes in local businesses. And, what's more - I wasn't even disappointed to find that out. The Web site features local businesses, tells their stories and positions Ryan Morgan (said director) as a really authentic partner to them.
National example: HBO's True Blood.
This effort was definitely buzz marketing instead of social outreach, but it's still an interesting approach. A slew of other bloggers beat me to posing about it; so, I won't go too deep, but essentially I got a padded envelope in the mail that contained a "free sample" of a new synthetic blood:
The only URL in sight? This creepy destination.
Ok, you win, I'll Google. Turns out it's publicity for True Blood, a new show about vampires premiering the Fall. A name I'll definitely remember. And, an experience that created something between dumbfoundedness and curiosity.
Check out Yes but No but Yes for more.