In the world of email and phones, a good direct mail ad campaign has a certain cool, physical touch. But people don't talk about junk mail.
Enter Role Playing Ads. Named for RPGs (role playing games) with sort of simple logical puzzles.
Have 6-12 different mailings that are sent randomly to
houses, so that most neighbors will get different mailings. Make it a game that encourages neighbors to talk to each other.
Of course should have nice graphics and better story, but here's a basic example:
Solve our mystery by asking your neighbors! Buy our coffee cups! Go online with the right answers to get 30% off! Which coffee cups does Adam have?
Only on Mailing 1
Scott stole John's coffee cup!
Only on Mailing 2
John has a blue coffee cup.
Only on Mailing 3
Adam has a red coffee cup.
Only on Mailing 4
Adam stole John's coffee cup.
Talk to you neighbors for the answers to our mystery.
Adam's coffee cups are: [text entry]
For small scale campaigns where people won't be able to search for the answer online.