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?