In the fresh modernity of the 2020s, consumer dissatisfaction is reinforced by the philosophy of the constant pursuit of happiness, which gives that pursuit value rather than a meaningful goal. Less and less, the established status quo of marketing provides the necessary comfort to the masses. A replacement is required. Hired actors, the hunt for clues, augmented reality, bizarre attention grabbing approaches like a hidden message on a USB stick left in the bathroom or fake posters for missing students create a certain type of marketing. Somehow, strange, unusual, unconventional. Approaches such as viral, covert, ambush and ambient marketing and examples of successful implementation of unconventional marketing like the campaign for the film Blair Witch Project and the album Year Zero by the group Nine Inch Nails. On the other hand, Radiohead's In Rainbows and U2's Songs of Innocence show risky but innovative marketing tactics that have produced polarized or completely negative consumer reactions, and at the same time serve as cautionary tales in the marketing world. The methods of these various examples, although unorthodox, are very effective and necessary to break the predictable norms of everyday marketing strategies and serve to highlight a certain product and not only attract the audience, but also retain it.