Conventional wisdom in entertainment marketing these days says that cutting through the clutter and reaching viewers is harder than ever thanks to an ever-expanding array of channels and platforms.

Which just means that networks are thinking further and further outside the box this premiere season in an attempt to snag viewers.

Variety on Monday gives us a rundown of some of the more unconventional tactics being employed:

-NBC used the Oculus Rift virtual reality headset to put viewers right on set for The Voice.

-Fox is offering supporters of GLAAD (The Gay and Lesbian Alliance Against Defamation) a sneak peek at Red Band Society‘s pilot in honor of Spirit Day, the yearly October event that raises awareness of bullying at school and supports LGBT youth.

-ABC has placed “living ads” for Cristela and Selfie in malls to surprise shoppers.

-The CW is airing Jane the Virgin on Virgin America flights.

-NBC created a series of faux magazine covers for The Blacklist that mimic the publications’ real covers.

-CBS drafted the cast of the Big Band Theory for the Thursday Night Football launch

-ABC is going to church to lure African-American viewers for Black-ish.

And let’s not forget this summer’s huge promotional push at this summer’s gathering of the Television Critics Association, San Diego Comic-Con and just last week, at PaleyFest. If viewers don’t know about the new fall shows, it’s not for the networks’ lack of trying. Rapidly changing viewer habits, including the emergence of time-shifted viewing as the new normal, have meant that marketing departments can no longer rely on television to get their message out to potential viewers.

Read More: Variety

Brief Take: There’s more pressure than ever to think outside the box and get creative with launch campaigns, given the ever-expanding array of options that have given viewers more power than before.

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