Guerrilla (Ambient) marketing is unconventional marketing intended to get maximum results from minimal resources, which involves unusual approaches such as encounters in public places, street giveaways of products, publicity stunts, etc.
Jay Conrad Levinson is credited as the father of Guerrilla Marketing.
Approach:
• Guerrilla marketing is specifically geared for the small business and nonprofit organizations
• It should be based on human psychology rather than experience or judgment.
• Instead of money, the primary investments of marketing should be time, energy, and imagination.
The Truth About Guerrilla Marketing: 3 Mistakes That Could Cost You Money (video clip)
Examples:
Denver water
Spider Man 2 game
3M Security Glass Ad
Spars Seafood Festival: Looking For Seafood?
Dental Implant Insurance: Bowling Alley
Mr. Clean Street Crosswalk Marking
Video: Oreo
Video: McDonald's guerilla marketing action Free Coffee
Video:Volkswagen, FAST LANE. Driven by Fun
Guerrilla Marketing vs. Viral marketing
There’s a subtle difference between viral marketing and guerrilla marketing.
Guerrilla marketing ambushes the viewer and grabs their attention when they least expect it.
Viral marketing is advertising, which you voluntarily pass around because it’s cool, not necessarily because you want to help build publicity.
But Guerilla marketing can become viral, it depend solely on the user to consider them worthy of passing them along.
Example: Contrex (a natural mineral water that has no calories)
Create a Guerrilla Ambient Marketing campaign for a small business or nonprofit organization with three variations. Use any of the ways that we discussed in class and that you see in the examples below that I found for your inspiration. You can create your campaign using bus shelters, buses, subway cars, cross walks, sidewalks, lampposts, fire hydrants, buildings, corners of buildings, elevators, parking spaces, etc. It can be a big installation, or a small object, anything …. use your imagination.
Note: billboards, if they are very unusual, also can be considered as Guerrilla advertising, see examples in the inspiration part
These Guerrilla ads went viral for their creativity:
Coca Cola Happiness Machine (you can find more videos)
Ikea Guerilla Manhattan
Lenovo
Red Bool extreme (short video):
On October 14th, 2012, Red Bull and Austrian extreme athlete Felix Baumgartner set a world record for the highest skydiving jump. Red Bull attracted much deserved attention for this grand stunt. On this day, they also broke social media records when they reached over 8 million confirmed concurrent views on YouTube.