You know those little dividers in the grocery store that separate your meat from someone else’s potatoes?
Came across one yesterday that converted it from a regular, everyday item into an awareness-building medium. The Food Network in Canada is launching our own version of the hit U.S. show Top Chef. Some clever marketing folks found a way to promote it that interrupted an ordinary moment in a shopper’s day into a relevant little bit of interruption marketing.
Marc Tellier, a friend and CEO I worked for in rebuilding the Yellow Pages and Auto Trader brands, called this ‘getting clever points’: the magical little moments that reward the consumer for the interruption and uses storytelling to stick to the brain and create FAME for the brand.
In a world where the power of traditional media has declined and fragmented it’s a branding strategy that’s becoming increasingly necessary.
Got any you’ve seen? I’ll profile them in an upcoming post on ‘small ways to create big brands’.
