Piaras Kelly PR - Public Relations in Ireland

Three years ago, trendwatching.com defined tryvertising as “a new breed of product placement in the real world, integrating your goods and services into daily life in a relevant way, so that consumers can make up their minds based on their experience, not your messages.”

A good example of tryvertising I’ve read about recently is the Wrangler Laundromat. During last summer’s music festivals, Springwise spotted the Wrangler Laundromat, a pop-up dry cleaners:

Wrangler offered festival goers a much needed service: laundry…People dropped off their mud-encrusted laundry and were sent a text message the moment it was ready. No spare change of clothes? Wrangler came up with a generous solution to that problem, too: they handed out black overalls to anyone who used the laundromat. Like most other pop-up ventures, Wrangler Laundromat is an exercise in experiential marketing, aimed at surprising and delighting consumers in a way that magazine ads or TV spots usually can’t.

It just so happened that the black overalls had rather large Wrangler branding on them, thus transforming its laundromat patrons into brand ambassadors.

I think that the idea of a pop-up dry cleaners would be a great idea for the slew of music festivals in Ireland this summer if some of the YouTube videos from last year are anything to go by:

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