Last week, Carlsberg UK, the UK-arm of the Danish brewery, delighted Britons with “probably the best poster in the world.” This poster– no ordinary poster, of course– had a built-in tap that gave out free beer to passersby in London’s trendy Shoreditch neighborhood.

This ad is similar to a recent Coke Zero advertisement at the NCAA Final Four competition in Indianapolis. There, a billboard with a 4,500-foot straw pumped Coke Zero into nearby fountain spouts.

In both cases, the advertisements gave consumers a chance to sample the brands while showcasing their respective billboards. This effectively combines recent ideas around “activations” with “traditional advertising.”

What Sparks Our Fire: New ideas that create not-so-traditional advertising