Burma-Shave used to have a campaign where they planted multiple road signs along local highways.
The signs were in the form of a short poem that ended with “Burma Shave” as the final sign.
They were a big hit back in the day and people enjoyed sharing their latest experience with others, providing nice word of mouth marketing for the Burma-Shave folks. The signs were viewed as entertainment more than advertising and generated some nice goodwill that resulted in steady sales.
And now from Lancaster, California, Honda’s marketing team joined forces with the city to turn a stretch of road on the edge of town into a giant LP that plays the William Tell Overture, which you might know as the theme to The Lone Ranger.
Pretty cool, though some marketing wonks find it annoying and apparently the folks living near the area were driven mad in a matter of weeks and had the grates removed.