Guerilla Marketing and the Digital Edge
Sarah King, Senior Digital Account Manager at Seventy7.
Sarah KingSenior Digital Account Manager

Captivating Consumers in 2023

In the fast-paced world of marketing, one strategy has managed to stand the test of time and shine even brighter in the digital age - Guerilla Marketing. Despite the advancements in digital marketing, the tactic remains a powerful and relevant approach that captures the attention of consumers like never before. Let's explore the enduring appeal of Guerilla Marketing, the key factors that contribute to its success, and how it synergises with digital marketing to create unforgettable campaigns.

A Timeless Creative Force

A daring and unconventional marketing approach that relies on ingenuity and creativity rather than huge budgets. First introduced by Jay Conrad Levinson in the early 1980s, Guerilla Marketing has become a cornerstone of the marketing industry. By delivering unexpected and impactful experiences, the tactic connects with audiences on a deeper level, leaving a lasting impression that traditional advertising often struggles to achieve.

Why Guerilla Marketing Continues to Thrive

Breaking Through the Noise

In an era of information overload and digital ad saturation, Guerilla Marketing stands out by breaking through the clutter and catching consumers off guard. By sparking curiosity and surprise, these campaigns capture attention and enhance message retention.

Creating Memorable and Shareable Experience

Guerilla Marketing campaigns often elicit emotions, whether through humour, shock, or awe. These emotionally charged experiences are highly shareable on social media platforms, rapidly increasing their reach and impact.

Personalisation and Authenticity

Consumers crave authenticity and genuine connections with brands. Guerilla Marketing allows businesses to establish a more human touch, forging trust and loyalty by engaging with the audience in a personal and authentic manner.

Cost-Effectiveness and Local Relevance

Guerilla Marketing offers cost-effective alternatives to traditional advertising, making it accessible to businesses with limited budgets. Additionally, location-specific campaigns make a stronger impact in targeted markets, leveraging local relevance to the brand's advantage.

Embracing Cutting-Edge Technology

As technology continues to evolve, Guerilla Marketing evolves with it. Integrating augmented reality (AR), virtual reality (VR), and interactive installations expands the creative possibilities and captivates consumers in novel ways.

Enhancing Guerilla Marketing with Digital Marketing

In the modern marketing landscape, Guerilla Marketing is amplified and extended through strategic integration with digital marketing:

Digital Ecosystem - Digital marketing acts as the backbone of Guerilla Marketing efforts, providing a seamless and consistent brand experience across various online platforms. A user-friendly website and engaging social media channels help extend the campaign's reach and maintain audience interest beyond the offline experience.

Interactive Digital Experiences - Combining Guerilla Marketing with cutting-edge technology creates immersive digital experiences that complement offline campaigns. From QR code scavenger hunts to interactive AR installations, brands can take the impact of their campaigns to new heights.

AI-Powered Campaigns - AI can assist in generating creative content ideas and even produce graphics or slogans for Guerilla Marketing campaigns. Moreover, AI can curate and optimise content based on user engagement and preferences, ensuring that the right content reaches the right audience.

Who Smashed It? 

Here are some of our favourite guerilla marketing examples:

Dracula by BBC Creative

BBC Dracula Ad Campaign

To promote the arrival of BBC's Dracula series, BBC Creative designed two haunting billboards in London and Birmingham. During the day, the billboards look as though they have stakes stabbed into them. However, at night, the shadows cast by the stakes form the blood-thirsty count's face. The clever campaign reflects the show's fresh and unexpected take on Bram Stoker's classic novel.

Coca-Cola 'The Friendship Machine' by Ogilvy Argentina

Image of Coca-Cola 'The Friendship Machine' by Ogilvy Argentina

Coca-Cola's 'Friendship Machine' campaign celebrated Friendship Day by placing tall vending machines across Latin America. People had to work together to reach the coin slot, offering them two bottles of Coke for the price of one. The guerilla campaign led to a 1075% increase in vending machine sales that day and garnered significant attention on social media.

IT Movie - Guerilla Marketing meets Social 

Image of IT movie advertisement in Australia.

Village Roadshow Pictures, the distributor of the movie "IT" in Australia, won the grand prize for low-budget guerrilla marketing. They tied basic red helium balloons to sewer grates throughout Sydney, bringing the film's creepy scene to life. The simple yet eerie tactic quickly went viral on social media, attracting attention and enticing moviegoers to the cinemas.

McDonalds - Pedestrian Crossing

Image of McDonalds pedestrian crossing campaign.

During Zurichfest, Switzerland's largest public festival in the summer of 2010, McDonald's launched an innovative guerrilla marketing campaign. The restaurant transformed the crosswalks in front of their establishments into large pieces of street art depicting their famous french fry. The purpose of this transformation was to draw in festival attendees.

Frontline - Get Them Off Your Dog 

Image of a billboard by Frontline Fleas&Ticks

Frontline, the creators of flea and tick prevention products, designed a captivating campaign of a dog itching the bugs on it. Upon closer inspection, these 'bugs' were actually the public walking on the advertisement.

The campaign placed itself in big public places and tricked the public into accidentally interacting with it. It was easy to see and reminded people that the product works well. This innovative approach goes beyond traditional marketing, leaving a lasting impression on passersby.

Marvel - Deadpool Tinder

Image of movie Deadpool social media advertisement.

To promote the movie's Valentine's Day release, Deadpool made a surprise appearance on Tinder with witty profile copy and cheeky pictures. Tinder then sent a link to purchase tickets for the new film to users who matched with the profile. This engaged fans, causing excitement on social media and surprising fans. The campaign showcased the power of "interruptive" techniques that generate attention and positive reactions.

IKEA - Huge Blue Bag 

Enormous sculpture of blue Ikea Frakta bag.
Enormous sculpture of blue Ikea Frakta bag.

Installing enormous sculptures of their iconic Ikea Frakta bag, the brand symbolised the capacity of their blue shopping bags. The 19-foot statues had QR codes attached which offer offered a unique augmented reality experience to passersby. This is an increasingly popular strategy as many other brands also use AI in their marketing.

Unleashing the Guerilla Digital Power

Guerilla Marketing's unconventional approach continues to thrive, engaging consumers and leaving a lasting impression in the digital age. By embracing cutting-edge technology and integrating it with digital marketing, brands can elevate their Guerilla Marketing initiatives to new heights of creativity and impact. 

At Seventy7, we specialise in crafting unforgettable digital marketing campaigns. Get in touch with us today to see how we can transform your brand's presence and captivate audiences like never before. Let's go big together!

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