I recently subscribed to Tom Orbach’s marketing ideas newsletter, and it’s probably the only one that gets a 100% open rate from me. Some of the ideas he shares seemed wild or even a bit controversial at first, but after thinking about them and doing some research, I thought, “Damn, they work!” Here are five examples that stood out, with real-life stories to back them up.
1. Launch a Fake Product
This one sounds crazy, but it’s genius. Burger King nailed it with their “Whopper Toothpaste.” They launched it as if it were real, complete with ads and packaging. People knew it was fake, but the buzz was real. It got everyone talking about the brand.
2. Create a Parody Launch
Another bold move is to create a parody version of your product. Remember Netflix’s “Netflix and Chilled” ice cream? It was hilarious but tied directly to their brand message. It played with the well-known phrase “Netflix and chill,” but this time, with ice cream. It went viral, giving them massive exposure.
3. Hack a Major Event Without Sponsorship
Red Bull (the wizard of guerilla marketing IMHO) has mastered this tactic. During major sporting events where they weren’t official sponsors, they distributed free cans or strategically placed empty ones in high-traffic areas, like stadiums and festivals. This subtle move created the illusion that Red Bull was the go-to drink at the event, linking their brand to high-energy activities without paying the steep sponsorship fees. This smart tactic boosted their brand’s association with sports and energy.
4. Start a Scavenger Hunt
HBO’s Westworld experience at SXSW 2018 is a perfect example. They recreated the town of Sweetwater from the show, inviting attendees to explore it through an interactive scavenger hunt. Fans participated both online and offline, creating a huge buzz. The event wasn’t just about promotion—it gave people an immersive experience they couldn’t stop talking about.
5. Ask a Provocative Question in Ad Creatives
Heineken’s “Open Your World” campaign hit hard. They asked tough, controversial questions about social issues and used them to bring people together over a beer. It wasn’t just about selling drinks—it sparked deep conversations and human connection, which resonated with their audience.
These ideas might seem bold, but they work because they create buzz and get people talking. Have you tried any unconventional marketing tactics? What’s worked for you? Let’s swap stories!Thank you Tom Orbach for the knowledge and inspiration! I highly recommend marketers and creatives to subscribe to his newsletter.
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