Guerrilla Advertising

Guerrilla advertising, or guerrilla marketing, is an unconventional, low-cost marketing strategy that uses surprise and memorable experiences in public spaces or online to create buzz and awareness for a product or service. Instead of traditional ads, it relies on creative, often humorous or emotional tactics, aiming for maximum impact with a small budget and hoping to spread virally through word-of-mouth and social media. 

Key Characteristics

• Unconventional tactics:

• It goes beyond traditional advertising methods like TV and print, using creative and unexpected approaches. 

• Low-cost, high-impact:

• The goal is to achieve big results on a small budget by leveraging creativity and human interaction. 

• Surprise and emotion:

• Guerrilla marketing often uses humor and emotional triggers to capture attention and make the experience memorable. 

• Viral potential:

• Successful campaigns are often shared on social media, leading to a wider spread of the message than traditional ads. 

• Public interaction:

• Tactics often involve disrupting public spaces or events in a positive way to create a lasting impression. 

How it works

• Identify a target:

• Guerrilla marketing requires understanding the target audience and their behavior to create a relevant and impactful campaign. 

• Brainstorm creative ideas:

• This could involve anything from street art and unexpected installations to viral social media campaigns or flash mobs. 

• Execute in a public space:

• The marketing action takes place in a public setting, such as a city street, a mall, or a park, to gain exposure. 

• Generate buzz:

• The aim is to create something memorable and unique that people will talk about and share, either in person or online. 

Examples

• Volkswagen's Piano Staircase:

• This campaign transformed a subway staircase into a giant piano, encouraging commuters to take the stairs over the escalator for a fun, musical experience. 

• The Umbrella Academy's Street Art:

• The series used street art and other unconventional methods in public spaces to promote the show, leveraging the element of surprise. 

• GoldToe Underwear:

• In a memorable 2010 stunt, they dressed the famous Charging Bull statue in New York's financial district in their underwear to launch a new product line.