Let's face it, traditional advertising is white noise. So enabling jaded, saturated, experienced, demanding consumers to try before they buy, in innovative and above all RELEVANT ways, is gaining in popularity.
"A new breed of product placement in the real world, integrating your goods and services into daily life in a targeted, relevant way, so that consumers can make up their minds based on their experience, not your messages."
thro' trendwatching.com