Evidence that non-traditional marketing is on the rise: According to a recent article in BrandWeek, even “traditional media” are adopting new, experiential platforms to promote their brands.

CBS is hitting the digital ground to promote a new show in nail salons; ABC is hosting community screenings as intimate gatherings for consumers to experience the lineups. For Fox, viewership of a pilot exceeded expectations, so sporadic “pop up” screenings and partnerships throughout the summer will keep the buzz going through Fall.

The fourth major network (NBC, we had to mention them, too if we’re talking traditional media!) is launching stunts and sponsorships through social media. [They’re not all about the free content, however, because Facebook users must invite 10 of their friends to become fans in order to attain pre-launch exclusive material]. NBC is embracing word-of-mouth to generate buzz and providing incentives to pass along – both quality signs that the network is embracing non-traditional ways to engage and interact.

Forward-thinking executives from top brands in a range of lifestyle categories are recognizing that there are new ways of opening up dialogue and directly engaging consumers where they live, work and play. Where is your brand in the conversation? Are you talking, listening or standing on the sidelines? Time to jump in.