Heinz has opened up a pop-up ‘tryvertising’ f-store on Facebook (tryvertising = advertising by sampling designed to create word of mouth, pop-up = temporary), making an initial 3,000 bottles of its latest tomato ketchup (with Balsamic Vinegar) exclusively available to ketchup fans – before the new product is launched in traditional stores. The f-store is slick, simple and smart. Kudos Heinz, for smart social commerce.
A 2005 post on trendwatching.com offered the following definition of tryvertising and its attributes:
Think of 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....So what does tryvertising incorporate? Think 'obvious' activities like handing out product samples, and more subtle, integrated product placements that are part of an experience or solution. It's everything from new-style sachets containing single servings of liquid products, to hotels partnering with luxury carmakers to offer high end model test drives to guests during their stay.