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10 Creative Methods of Advertising

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Due to the ubiquity of advertisements, consumers have become accustomed to them and are able to tune them out. To combat this "problem," advertisers are coming up with continually more creative ways to get their messages across. The new and unique methods some firms have devised are surely memorable. Of course, if they become as commonplace as scented perfume ads or product placement in TV shows and movies, they too will cease to be memorable.

The 10 most memorable new methods of advertising are...

1. Escalator: Rediffusion DY&R in Mumbai, India, chose to advertise Juice Salon on an escalator. On the bottom of the escalator is an image of a man's head; on each step, a hairstyle. As the steps slide into the bottom of the escalator, the man's hairstyle changes.

2. Moldy Cheese: The main competitor of Adobe InDesign (publishing software) is Quark, which has long dominated the publishing industry. "Quark," in German, is also the name for "curd cheese," a theme that Adobe played off of with a recent promotion for InDesign. Rapp Collins in Germany sent tubs of past-the-expiration-date Quark. Inside was a layer of "mould," and then a recipe book-inspired flyer advertising InDesign and offering a free download of the program.

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3. Fruit: Klas and Maria Lindstrand's new book, Tutti Frutti, is a fruits and berries resource with facts, recipes, and photographs for each fruit and berry. The advertisements? Fruit stickers. The stickers are the size of the brand stickers usually found on supermarket fruits, but bear the book's name and instructions to purchase the book online at adlibris. The advertising strategy was conceived by Klas, who also thought to mail the book to critics in the mesh packaging in which fruits, apples, and other fruits are often bought.

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4. Dogs in the Park: Pedigree chose to time its adoption drive and the opening of its NYC Dogstore with the Westminster Dog Show. For the 21-year sponsor of the Westminster Dog Show, TBWA\Chiat\Day placed advertising dogs in Central Park. The orange, wooden dogs bore the message, "Wish I was here. But I'm not. Come visit me and other great shelter dogs at the PEDIGREE DOGSTORE on 46th and Broadway."

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5. Bubble: For the Latin American candy company Arcor, Leo Burnett created a bubble ad. When a magazine reader opens the spread containing the Arcor ad, a 3-D "gum bubble" pops up, creating the illusion that the person in the ad has blown a bubble with Arcor gum.

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6. Welcome Mat: BBDO New York produced limited edition welcome mats to promote Havaianas flip-flops. The mats contained flip-flops so, when leaving for the day, one can simply step onto the welcome mat to put on shoes. Upon return, the flip-flops pop right back into the mat.

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7. Flowerbeds: Another three-dimensional ad created for Havaianas by BBDO New York were giant flip-flop flowerbeds. Located where Havaianas are sold, such as in malls, the flowerbeds were designed to "remind people of Havaianas' unique aesthetic of color, design, and the brand's connection to nature and the outdoors."

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8. Codes: Several companies have employed this method in somewhat different ways. Google created a now-famous billboard that simply read, "{first 10-digit prime found in consecutive digits of e}.com". The billboard was displayed in Silicon Valley, while banners in Harvard Square carried the same message. Those smart enough to solve the puzzle discovered a Web site with another puzzle. Eventually, those who solved all the puzzles were asked to submit a resume.

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When an expert typographer was needed at Lunar BBDO in London, the creative directors devised a similar plan. They created three coded advertisements. In one, the text was completely in Webdings, Wingdings, and Zapf Dingbats. The ads were placed at local design schools and ran in typographic publications. The campaign drew thirty responses.

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9. Paint-by-Gum: Hubba Bubba chose to promote its product while fighting the gum-on-the-street problem. DDB designed paint-by-number posters for the company; the posters' color palettes are comprised of different flavors of gum. Gum chewers are encouraged to fill the famous images (the Mona Lisa and Marilyn Monroe) with their used gum.

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10. Flavor Strips: Most magazine readers are well-acquainted with scented ads, usually for perfumes. Welch's is making use of the new flavored-advertising technique developed by First Flavor. This month, issues of People magazine will contain Welch's ads with flavored strips that resemble mint breath strips. Readers are instructed: "For a TASTY fact, remove & LICK." The ads have sparked hygiene concerns, since magazines are often passed among readers. However, First Flavor assures that, due to the ad's design, whether the strip has already been licked is immediately apparent.

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Space
Google Street View Now Lets You Explore the International Space Station

Google Street View covers some amazing locations (Antarctica, the Grand Canyon, and Stonehenge, to name a few), but it’s taken until now for the tool to venture into the final frontier. As TechCrunch reports, you can now use Street View to explore the inside of the International Space Station.

The scenes, photographed by astronauts living on the ISS, include all 15 modules of the massive satellite. Viewers will be treated to true 360-degree views of the rooms and equipment onboard. Through the windows, you can see Earth from an astronaut's perspective and a SpaceX Dragon craft delivering supplies to the crew.

Because the imagery was captured in zero gravity, it’s easy to lose sense of your bearings. Get a taste of what ISS residents experience on a daily basis here.

[h/t TechCrunch]

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6 East Coast Castles to Visit for a Fairy Tale Road Trip
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Lucy Quintanilla/iStock

Once the stuff of fairy tales and legends, a variety of former castles have been repurposed today as museums and event spaces. Enough of them dot the East Coast that you can plan a summer road trip to visit half a dozen in a week or two, starting in or near New York City. See our turrent-rich itinerary below.

STOP 1: BANNERMAN CASTLE // BEACON, NEW YORK

59 miles from New York City

The crumbling exterior of Bannerman Castle
Garrett Ziegler, Flickr // CC BY-NC-ND 2.0

Bannerman Castle can be found on its very own island in the Hudson River. Although the castle has fallen into ruins, the crumbling shell adds visual interest to the stunning Hudson Highlands views, and can be visited via walking or boat tours from May to October. The man who built the castle, Scottish immigrant Frank Bannerman, accumulated a fortune shortly after the Civil War in his Brooklyn store known as Bannerman’s. He eventually built the Scottish-style castle as both a residence and a military weapons storehouse starting in 1901. The island remained in his family until 1967, when it was given to the Taconic Park Commission; two years later it was partially destroyed by a mysterious fire, which led to its ruined appearance.

STOP 2. GILLETTE CASTLE STATE PARK // EAST HADDAM, CONNECTICUT

116 miles from Beacon, New York

William Gillette was an actor best known for playing Sherlock Holmes, which may have something to do with where he got the idea to install a series of hidden mirrors in his castle, using them to watch guests coming and going. The unusual-looking stone structure was built starting in 1914 on a chain of hills known as the Seven Sisters. Gillette designed many of the castle’s interior features (which feature a secret room), and also installed a railroad on the property so he could take his guests for rides. When he died in 1937 without designating any heirs, his will forbade the possession of his home by any "blithering sap-head who has no conception of where he is or with what surrounded.” The castle is now managed by the State of Connecticut as Gillette Castle State Park.

STOP 3. BELCOURT CASTLE // NEWPORT, RHODE ISLAND

74 miles from East Haddam, Connecticut

The exterior of Belcourt castle
Jenna Rose Robbins, Flickr // CC BY-SA 2.0

Prominent architect Richard Morris Hunt designed Belcourt Castle for congressman and socialite Oliver Belmont in 1891. Hunt was known for his ornate style, having designed the facade of the Metropolitan Museum of Art and the Breakers in Newport, Rhode Island, but Belmont had some unusual requests. He was less interested in a building that would entertain people and more in one that would allow him to spend time with his horses—the entire first floor was designed around a carriage room and stables. Despite its grand scale, there was only one bedroom. Construction cost $3.2 million in 1894, a figure of approximately $80 million today. But around the time it was finished, Belmont was hospitalized following a mugging. It took an entire year before he saw his completed mansion.

STOP 4. HAMMOND CASTLE MUSEUM // GLOUCESTER, MASSACHUSETTS

111 miles from Newport, Rhode Island

Part of the exterior of Hammond castle
Robert Linsdell, Wikimedia Commons // CC BY 2.0

Inventor John Hays Hammond Jr. built his medieval-style castle between 1926 and 1929 as both his home and a showcase for his historical artifacts. But Hammond was not only interested in recreating visions of the past; he also helped shape the future. The castle was home to the Hammond Research Corporation, from which Hammond produced over 400 patents and came up with the ideas for over 800 inventions, including remote control via radio waves—which earned him the title "the Father of Remote Control." Visitors can take a self-guided tour of many of the castle’s rooms, including the great hall, indoor courtyard, Renaissance dining room, guest bedrooms, inventions exhibit room, library, and kitchens.

STOP 5. BOLDT CASTLE // ALEXANDRIA BAY, THOUSAND ISLANDS, NEW YORK

430 miles from Gloucester, Massachusetts

It's a long drive from Gloucester and only accessible by water, but it's worth it. The German-style castle on Heart Island was built in 1900 by millionaire hotel magnate George C. Boldt, who created the extravagant structure as a summer dream home for his wife Louise. Sadly, she passed away just months before the place was completed. The heartbroken Boldt stopped construction, leaving the property empty for over 70 years. It's now in the midst of an extensive renovation, but the ballroom, library, and several bedrooms have been recreated, and the gardens feature thousands of plants.

STOP 6. FONTHILL CASTLE // DOYLESTOWN, PENNSYLVANIA

327 miles from Alexandria Bay, New York

Part of the exterior of Fonthill castle

In the mood for more castles? Head south to Doylestown, Pennsylvania, where Fonthill Castle was the home of the early 20th century American archeologist, anthropologist, and antiquarian Henry Chapman Mercer. Mercer was a man of many interests, including paleontology, tile-making, and architecture, and his interest in the latter led him to design Fonthill Castle as a place to display his colorful tile and print collection. The inspired home is notable for its Medieval, Gothic, and Byzantine architectural styles, and with 44 rooms, there's plenty of well-decorated nooks and crannies to explore.

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