"Experienced consumers switch off or even get angry about the commercials, ads, banners and pop-ups foisted on them," says Cutting Edge PR . "'Tryvertising' is an innovative way to reach them." The concept isn't unique to Denmark, but has been gaining popularity as companies try to harness the power of customer reviews online. Big brands from the car to coffee industries have been offering perks such as free use of cars at hotels or complimentary coffee to commuters at bus stops in the same spirit.