For the release of the all-new Eminem 'Revival' album, the rapper's first studio album in four years, Interscope set up covert ads disguised as Pharmacy product posters.
The ads call attention to a made-up condition called "Atrox Rithimus," which is Latin for “bitter rhyme." Those who visited the listed website or called the toll-free number were directed to the "Canticum Remedium” as a remedy, which translates as “The Song Cure.” Although there were no direct mentions or depictions of Eminem himself on the ads, the backwards "E" subtly hinted at the connection to the artist.
Rather than teasing or kicking off the launch of a product with a bang, many brands are opting for more covert releases, some of which even incorporate trickery to truly surprise and delight both new and old fans and customers.
Key Themes Behind This Trend
- Covert Product Releases
- Brands are opting for more covert releases, incorporating trickery to surprise and delight customers.
- Disguised Advertising
- Companies are creating ads that are disguised as other products or experiences to capture consumers' attention.
- Interactive Marketing
- Brands are using interactive elements like websites and toll-free numbers to engage consumers in their marketing campaigns.
Where This Applies
- Music Industry
- Recording labels can use covert album ads to create buzz and anticipation for new releases.
- Pharmaceutical Industry
- Pharmaceutical companies can leverage the concept of disguised advertising to promote new medications and treatments.
- Marketing and Advertising Industry
- Marketing agencies can specialize in creating interactive marketing campaigns that surprise and engage consumers.
