Guerilla PR/Marketing

I just had to write a blog about this. TNT is trying to launch its network in Belgium and the result is amazing guerilla PR.

I don’t know about the rest of you but I absolutely love stunts like these. I think they take such a large amount of creativity and not to mention an incredible amount of planning. According to tamebay.com, the first day this video went viral it had 5 million views and at the time of this post it had 16,576,103 views .It really shows how PR can be so creative in so many ways. When guerilla marketing works and makes this kind of an impact it’s a great thing!

In an article written by Jay Conrad Levinson, the man who coined the phrase “guerilla marketing”, says that this tactic is so successful because “it’s simple to understand, easy to implement and outrageously inexpensive.” He continues to say, “Guerrilla marketing is needed because it gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world.”

An article on Mashable.com discusses 10 other guerilla marketing acts that they feel were excellent as one. One of these was a stunt by Absolut Vodka. In this stunt, a battered box containing one bottle of Absolut Vodka was released on a luggage carousel in an airport in Stockholm. On one flap of the box it says “Absolut Temptation.” This is a great location for a stunt like this since everyone with luggage has to wait there so it’s inevitable that this box would be seen! It also looked like some airport workers gave into their temptation and took the rest of the bottles out of the box. Here is the link to see it for yourself: http://www.youtube.com/watch?v=5pqhhAIDKos

Another idea falling into this “Top 10” list comes from IKEA. This campaign titled “Everyday Fabulous” actually won them a Silver Effie Awards in 2007. What IKEA did in a nutshell was place unexpected items in familiar places all around New York City. For instance, they placed oven mitts on a subway train for travelers who are weary of dirty rails. They also changed a bus stop into a living room for commuters to relax in. Here is the link: http://www.youtube.com/watch?v=pXXFNtnZTX8

What do all of you think about this tactic? Do you agree that it is a necessity as Levinson says?

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4 responses to “Guerilla PR/Marketing

  1. I like guerilla marketing tactics. I think they provide awesome awareness and a unique spin on a brand so that it can stay in the forefront of your mind. I think like Levinson said, it is good for small businesses. In a world where everything starts to combine together, it offers a good opportunitiy to stand out.

    However, I feel the guerilla marketing campaigns that we hear about or that go viral always end up being the giant companies (ikea, TNT, Absolut Vodka). It would be also be cool to see if these tactics really have a return–for the most part, there is no real way to measure if an action or behavior has been influenced, which is a downside and a risk that smaller companies might not be able to take.

  2. I love this kind of stuff too! Guerilla marketing is so fun and has proven to be extremely effective. I think you provided a number of great examples. I find it interesting that it is taking over many sites such as mashable as well. I think this can be beneficial because once the buzz starts about guerilla campaigns, people look for them and can spread the word rapidly, especially through social media sites. I think this could do a lot for a brand if done correctly!

  3. I think it depends on the nature of your brand whether guerrilla marketing will be successful or not. I certainly think that these 3 examples are funny, unexpected, and memorable (which is what guerrilla marketing should be)! Although this sort of PR is inexpensive as Levinson says, it can be incredibly time consuming! Think how much planning and logistics had to go into each of these three marketing efforts! Yes, if your brand would benefit from guerrilla marketing, then spend the time! But unfortunately, I do not think ALL brands would reap positive benefits. In my opinion, professionals (doctors, lawyers, accountants, etc) are seen as poised and professional people. I am not sure if them doing some crazy stunt would be the best idea to drum up business.

  4. Kerry, great post. I am a huge fan of guerilla marketing and think that in this day and age it is a crucial part of any a marketing plan because it helps to break through the clutter. Designers always try to push the edge with innovative print and billboard designs but at the end of the day they are very static. Guerilla is so memorable because it is dynamic and unexpected encounter in your everyday life. Thinking of an awesome tactic isn’t as easy as it might seem, I’m currently in the campaigns class and we are working on the guerilla tactics for our client and it’s hard. I’m finding it difficult to keep in mind our concept and develop something creative and eye catching.

    I thought the TNT tactic was awesome. I can’t even imagine how I would react if I was just a passerby on the street that day. I think my heart would stop. But I guarantee that everyone who experienced it or watched the video won’t soon forget it and will check out TNT.

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