Axe, a company known for eccentric promo ideas, came up with the idea to sponsor street musicians to spread buzz about their leather-scented deodorant.
In exchange for putting up an Axe Instinct sign and giving out free samples, they're paying branded buskers $1,000 for 4 months of buskvertising. Part of the deal includes singing Cody Chesnutt's song "Look Good in Leather" -- the theme of the new Axe Instinct ads -- a few times a day.
What a way to promote leather-scented deodorant! Check out some more clever Axe ads below.
Key Themes Behind This Trend
- Street Marketing
- Disruptive innovation opportunity: Companies can sponsor street musicians or performers to promote their products and services in a unique and engaging way.
- Branded Entertainment
- Disruptive innovation opportunity: Brands can collaborate with artists, musicians, and content creators to create entertaining and immersive experiences that help promote their products.
- Scent Marketing
- Disruptive innovation opportunity: Businesses can explore the use of unique scents in their marketing campaigns to create a sensory connection with their target audience.
Where This Applies
- Advertising
- Disruptive innovation opportunity: Advertisers can leverage unconventional advertising methods like buskvertising to capture consumers' attention in a cluttered media landscape.
- Personal Care
- Disruptive innovation opportunity: Companies in the personal care industry can experiment with novel scent profiles to offer unique and differentiated products that appeal to consumers' senses.
- Music and Entertainment
- Disruptive innovation opportunity: Artists and musicians can explore partnerships with brands for buskvertising opportunities, providing them with additional income streams and exposure.
