Download - Guerrila marketing
GUERRILLA AMBUSHAIM Grab attention.
Engage and entertain, Get people talking
Reap benefits without paying.Massive media attention
IDEAL FOR Small companies Big brands and companies
COMPETITION
Not about killing competition, but being better
Direct attack on competitorsHijacking activities
TECHNIQUES Graffiti, Flash mob, Undercover marketing
Sponsoring media coverage.Purchasing advertising in andaround broadcastEngaging advertising space
EXAMPLE T-mobile performing flash mob at a mall.
T-MOBILE AT O2 WIRELESS FESTIVAL
Brand awareness
Mass appeal
Leave an impression
Prime investment
Hungry Kids in Your Shopping Cart: Feed SA
Médecins du Monde
Pandas Invade Paris
Folger’s Coffee Manhole Advertisement
Rona recycles Apple's leftover paint.
“T20 ka shubhaarambh”-Cadbury Dairymilk
Kodak vs Fuji Films
Smart car
Placement of the marketing message
Fake props
Location of the Smart car
Other logos
Make up your mind what are you advertising
Location
Forgetting Sarah Marshall
Boston bomb scare
Canadian man leapt into an Olympic pool
Orange Miniskirts At World Cup
Ambushed american television show “The block”
turned up at the auction wearing a teeshirtemblazoned with his Energy Watch logo
REASON FOR FAILURE:
They didn’t understand how their target audience felt about them
Message was unclear
1999 American found footage horror film.
Produced by the Haxan Films production company
Written, directed and edited by Daniel Myrick and Eduardo Sanchez
Original budget $20,000 to $25,000.
Grossed over US$ 248 million worldwide
Energy watch: They didn’t understand how their target audience felt about them
Their message was unclear So even though the approach was right, the Energy Watch
team failed in their execution.
If the ambush confuses, irritates or angers customers or reinforces negative perceptions or concerns about the company then it will damage the brand
PRE- RELEASE:
Efforts to convince that the movie was real
Started in 1998
Widely marketed Online: website
Detailing : posters
Social proof: ahead of audience
Point of reference
Unknown actors added to the mystery
27 SCREENS only
History of Blair witch 1785-1997
The Filmmaker
Aftermath and recovered tapes
Posters distributed throughout colleges in the US
The three actors were listed as ‘missing, presumed dead’
Handed out missing persons leaflets
Low quality video Mainly shown in college campuses Avoided mainstream cinema ads