Marketing outside the box: Brands that take risks and advertise in unexpected places can stand out in the crowd

Unconventional marketing techniques are proving popular with some brands that are seeking to stand out from the rest of their US competition.

Pizza brand Domino's recently sent vehicles into neighborhoods around the country — not delivering pizza, but fixing potholes. The company's marketing team has launched a national effort to partner with cities and repair potholes in local streets, based upon the insight that Domino's carry-out customers need support in getting their precious cargo (i.e., pizza) home safely.

"Part of the brief was, how can we be doers and not talkers, and go out and help our customers in some way?" says D'Arcy O'Neill, a creative director at CP+B, a global ad agency based in Boulder, Colo., that supported Domino's with the...

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