Guerilla Marketing
No, it doesn’t involve gorillas or other animals (although it could). In a nutshell, guerilla marketing is…
Unconventional marketing intended to get maximum results from minimal resources. (source)
Guerrilla marketing…is an unconventional way of performing promotional activities on a very low budget…sometimes designed so that the target audience is unaware they have been marketed to and may therefore be a form of undercover marketing (also called stealth marketing) (source)
The recent campaign by The Cartoon Network to promote the “Aqua Teen Hunger Force” show is arguably the most infamous example of guerilla marketing, and arguably the most “successful” in terms of societal impact: it shut down a good chunk of Boston when the electronic devices planted around the city were mistaken for explosives (or other terrorist paraphernelia), and cost Turner Broadcasting $2M in “apologies.”
March 17th, 2007 at 1:08 am
Leveson’s book is considered a classic in marketing circles. However, I notice that in the Wikipedia article you cite, it says that guerilla marketing is for the “small business.” Somehow, I don’t think that Turner Broadcasting fits that description — so maybe the definition needs to be reconsidered.
May 7th, 2007 at 11:08 am
[…] Ever worry about a bug crawling into your ear? Well, you’re not alone. Thankfully, such occurences rarely rise to Chekhov-like levels. But I question the timing of this: a young lad in Oregon had two spiders in his ear - one alive, one dead. I mean, really - what are the odds of this happening on the same weekend that “Spiderman 3″ shattered box-office records? I smell guerilla marketing! […]