Industry Insights | Marketing & Branding

What is Guerilla Marketing? 6 Clever Examples of Guerilla Marketing

Guerilla marketing is a totally unique and fun alternative to traditional marketing. Guerilla marketing tends to rely on smaller more localized strategies instead of mass advertising. Guerilla marketing is most successful in urban environments where there are limitless ways to promote your brand. Whether it is graffiti or treasure hunts and everything in between. Guerilla marketing does have some pros and cons. So be sure to take both into consideration before you start a campaign

Pros

Cheap to Execute– Using a stencil or a large sticker, guerilla marketing tends to be cheaper than classic advertising.

Allows for Creative Thinking– This is probably the most important aspect of a successful campaign. Imagination is more important than a budget here.

Grows Word of Mouth– Word of mouth is often described as the best form of advertising as people are more likely to try what their friends and families have had a good experience with. Nothing can beat people talking about your campaign on their own accord.

Publicity Can Snowball -If your campaign is popular or creative enough, it can be picked up by local news spreading your message even further.

Give this promotion a try.

Tech Gifts

T-Shirts

Cons

Mysterious Messages Can be Misunderstood– The sense of mystery that can propel a campaign’s success can also damage the audience’s interpretation.

Authority Intervention– Some forms of non-permissioned street graffiti or other work can result in tension with authorities.

Unpredicted Bbstacles– Many campaigns are subject to bad weather and thrown timing or even small instances that could easily undo all your work.

Potential Backlash-Be prepared to face wrath if savvy audiences call out a business of a campaign they don’t approve of.

Here are 6 successful examples of guerilla marketing

1. Claim your throne

HBO’s Game of Thrones hid six thrones in various locations around the globe to advertise the premiere of the 7th season of the show. According to Nielson data, the premier set rating record of attracting 16.5 million viewers on HBO. By doing this they created buzz and excitement for their show especially as it was the last season of the show. People looked for these thrones all over the world to be able to claim their throne.

2. Paving for Pizza

Dominos came out with this campaign with the idea of “BAD ROADS SHOULDN’T HAPPEN TO GOOD PIZZA, NO MATTER WHERE YOU CARRY OUT. THAT’S WHY WE PAVED PROBLEMATIC ROADS IN ALL 50 STATES”. They granted money to all 50 states where potholes should be fixed. This allows your pizzas to be delivered to you without incident. When they fix the hole, they paint their logo on it. They even came up with a website to apply your area with the condition of the road to be fixed. Certain Governors even filled out this request to nominate their own city or town.

Give this promotion a try.

Safety Equipment

Hi-Vis Apparel

3. Get them off your dog

Frontline advertised their Flea & Tick Spray by printing a large photo on the bottom of a building. From floors above the people walking look like fleas all over the dog. This campaign is simply done, and still remains one of the most well-known examples of guerrilla marketing to this day. This ad used the unconscious help of its customers to promote its own product.

Give this promotion a try.

Dog Toys

Water Bowls

Leashes

4. Mr. Clean

This ad speaks for itself. In Italy, they painted a new crosswalk line and inserted the Mr. clean logo on it with the others remaining dirty and faded. This simply displayed the purpose of their product and was cost-effective and eye-catching.

Give this promotion a try

Sunscreen

Sanitizer

5. King Kong 3D

In Santa Monica Beach, Universal Studios left huge footprints in the sand and completed it with a crushed lifeguard vehicle to advertise their new attraction of King Kong 3-D. This was a great way to promote their new attraction as it got people talking about it and wanted to find out what this scene meant.

6. Shark Week

Discovery Channel promoted Shark Week on a few Australian beaches by leaving various surfboards that appeared to have been bitten by sharks. They did have staffers nearby to make sure the boards did not leave the beaches and become souvenirs. This campaign had over 4000 people interact with the boards over a 7-day span which generated huge amounts of interest as well as other media coverage.

Give this promotion a try

Beach Towels

Sunglasses

Tumblers

Conculsion

There are endless examples of clever guerilla marketing campaigns all over the world. Some campaigns can even utilize promotional products that you can get everyday from MyShopAngel Promotional Products. In the end, you need to have some fun and get creative with a way to generate excitement and buzz about your brand.

References

https://www.wordstream.com/blog/ws/2014/09/22/guerrilla-marketing-examples

https://www.cnn.com/2019/03/26/entertainment/game-of-thrones-scavenger-hunt-2019/index.html

https://pavingforpizza.com/

https://www.eater.com/2018/9/7/17831586/dominos-potholes-paving-for-pizza-towns

https://www.adsoftheworld.com/media/ambient/king_kong_universal_studios_hollywoods_king_kong_360_3d

http://www.creativeguerrillamarketing.com/guerrilla-marketing/guerrilla-marketing-for-shark-week/

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