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Non-Traditional Marketing: Tom's Mystery Box

As a great example of non-traditional marketing, Blake Mycoskie, the founder of Tom's Shoes, presented a "mystery box" containing a new product that follows the company's one-for-one model, but remains a mystery even to Tom's employees. The man whom Bill Clinton referred as “the most interesting entrepreneur I’ve ever met" offers only one hint: the company is no longer called Tom's Shoes, just Tom's.

The contents of the mystery box will be revealed simultaneously in over 200 locations on June 7, 2011. Until then, all retailers selling Tom's shoes will feature a seven foot tall cylinder with a big lock around it, as a floor display. For the first time in history, retail giants like Nordstrom and Neiman Marcus accepted to feature and most likely sell an unknown product. As the company's founder said, "The truth is what’s inside this box is not nearly as important as what it represents. TOMS is no longer a shoe company, it's a one-for-one company." [via SXSW & The Inkwell]

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