ads that don't seem like ads

I had a hard time coming up with ads that don't seem like ads, and I suppose it makes sense because these are marketing campaigns that might fly under our radar. Sometimes an advertisement can grab our attention without us even realizing that we just saw an ad.

The two types of "camouflaged" advertising that I thought of were guerrilla marketing and musical crossovers.

I came across Snoop Dogg's "Oh Sookie" music video when a friend sent me a link as it was a viral video making the online rounds.  To the casual observer it may seem like Snoop Dogg just decided to write a song about his infatuation with a girl, but the whole thing was set up by HBO to be a viral marketing campaign for their TV series "True Blood".  

Even though this appears to be a normal music video, it's actually an extended advertisement.  Snoop makes many references to the TV series in his video: playing clips from the show in the background, dressing the dancers in Sookie Stackhouse outfits (complete with blonde ponytail wigs), mentioning key locations from the show (Bon Temps, Louisiana and Merlotte's bar where Sookie works), even wearing a t-shirt that reads "I ♥ Sookie" with a True Blood logo underneath.  There is anchoring at the end of the music video to remind you to watch True Blood on Sundays at 9pm on HBO.

In many ways, this "music video" ad is more effective than a traditional ad.  A typical ad for a TV show might include some clips from the show put together like a movie trailer, and a voiceover that gives us a brief outline of the plot as well as the details of when and where you can watch the show.  These types of TV show ads are common and easily forgettable.  By making a music video with a popular rap star, HBO is doing something different which ensures that viewers will remember this ad.

Another benefit of using a celebrity to promote the show is that HBO might attract new viewers within Snoop Dogg's fan base.  If they hear their favorite rapper just released a new song, they'll go look for it on YouTube and watching the video might make them interested in watching the show.

The great thing about using music in an advertisement is the "catchiness" factor - songs can easily get stuck in people's heads, and if you use a song in an ad then those people will remember the message of the advertisement every time they think of that song.  A strong connection is made.  Entertaining ads always make more of a positive impact in the viewers' minds, and Snoop's video with all of its references, jokes and puns, does very well in this regard.  If an advertisement is entertaining rather than blatantly pushing a product, then viewers will like it for its own merits and they will spread it around to friends and family - this viral marketing is now extremely important as word of mouth is the most valuable form of promotion.


This next advertisement generated its share of viral promotion:

To promote the exclusive thrillers and horror films on the 13th Street TV channel, the bathroom of a nightclub in Hamburg was specially prepared. Just after a patron enters the bathroom, the light suddenly goes out and the room is bathed in black light. A bloody crime scene becomes visible on the floor and walls, and this slogan appears on the mirror: "See what others don't see. 13TH STREET. The Action and Suspense Channel." 

This guerilla marketing technique was pretty powerful.  Not only did they leave a permanent impression on the people who walked into that bathroom but their innovative method made waves online and the story of this ad spread virally.

These ads that don't seem like ads can go unnoticed, but when you notice one, it'll really make an impact.  By taking advertising in new directions and surprising us with innovative methods, these advertisers are ensuring that their brand and message will be remembered through the years.