Daring To Be Different - Guerrilla Marketing Campaigns That Worked

I love recognizing Guerrilla Marketing campaigns that work. Whenever a client comes to BENG! asking for Guerrilla Marketing, we first ask why. What are you looking to accomplish and is this really the best median of communication. Don't get me wrong, Guerrilla Marketing campaigns are great; but you have to realize what you are trying to attain and be smart about it. There are so many examples of bad campaigns, you need to steer clear of Guerrilla unless you are certain you know what you are doing. Flash mobs are a great example. Super popular for a while - it seemed like everyone had booked a space in Times Square, NYC.

Here are some great examples of Guerrilla done right:

Mr. Kipling Cake-To-Go Dispenser
The cake brand lined up 130,000 freshly baked cakes to give away in several locations throughout the UK. Cake enthusiasts could head to any of the installation boards, press a button and release their slice of cake.

Talking Domino's Pizza Scooter

Helping to create visibility of the brand in The Netherlands, this low budget campaign is genius. The brand hi-jinxed some scooters and modified them to shout the Domino's brand name whenever the driver would shift gears. Not only turned heads, but also created some laughs too!

Frontline Mall Ad

A local pet store chain had a limited budget to get the word out about their de-ticking product. Deciding on a Big Splash for their strategy, they decided to decal the floor of 3 popular malls. The idea is that there is more going on with your pet than you can see close up. When walking over the floor you notice that you are walking on a giant ad of a dog and Frontline, however when you change the floor you are on, you see that the people act as fleas walking all over the dog. Funny, smart and catchy, people will remember this one!

Sources:

Stylist.Co.UK

http://www.ubergizmo.com/

Ads Of The World

I like collecting successful campaigns so if you have one that you really love send it over to me!

Viral Video Friday! Top 5 Videos of the Week

Happy Friday everyone! If you are in NYC, this weekend is shaping out to be a beautiful one. Before you head out doors to enjoy your weekend, check out the top 5 viral videos on the web this week.

Click here for the videos.

Here is a sneak peak at one of them!

Coca-Cola Misfires: A Classic Case of Do Your Home Work

Who doesn't love the NCAA and a little March Madness. So many brands see it as a way to capture a new or their supreme target audience. In this particular instance, Coca-Cola took their stunt a little too far for New Orleans. Whether it was a matter of lack of homework, or thinking they could get away with it...unfortunately it backfired and left the mega brand back pedaling. A place you don't want to be when you spend money on a campaign.

Supposed to be a Guerrilla Marketing stunt, Coca-Cola employed an ad agency to work on their campaign. The ad agency hired graffiti artists to stencil and paint red logo and taglines on sidewalks and public surfaces throughout the city of New Orleans. Little did anyone involved in the campaign know, but the graffiti violated a number of city ordinances, including the baring of posted or painted advertisements on any street, sidewalk, trees, public building etc.

City officials ordered Coca-Cola to remove the campaign with power washing by last Friday afternoon. Not only was the city upset, residents were too. A large number of residents expressed outrage at the idea that the brand defaced their city. One of the ugly parts of this story is that Coca-Cola takes no responsibility for the campaign - and blames it all on their ad agency. Saying the agency exceeded their directions.

It's sad because, you know that if the campaign had been a hit, Coca-Cola would have taken all the credit for it. Ever seen a brand side marketer let an agency take full control over a project with out approvals? No? Me neither.

My thoughts on this are simple:

1. Do your homework. Know what you can and can't do, and make sure you weigh your options. New Orleans is place still trying to rebuild itself after Katrina. Do you really want to be the brand that defaces the city?

2. Work closely with your agencies. Make sure that you work as a close team. No surprises. Your agency and in-house marketing, PR and advertising departments should be extensions of one another.

Would love to hear your thoughts.




Via: Inhabitat and V3