Guerrilla Marketing: Creative Possibilities

Guerrilla Marketing is an alternative to traditional marketing that utilizes unique and low-cost idea's to in order to maximizes brand exposure. Traditional marketing involves conducting primary research and using media's such as television, newspaper or radio in order to communicate the brands message/product. Guerrilla Marketing however conveys the message through non-traditional channels such as social media and live events. What I enjoy about this form of marketing is the creative possibilities since it is not limited by restrictions of the media or financial costs.

This blog post will highlight a few creative idea's I thought were really effective.

1. Molson Canadian-Beer Fridge: 

Molson Canadian's marketing strategy is to create an emotional connection between the brand and it's target consumer. To communicate this tactic Molson created a special fridge that only opened when a Canadian passport is scanned. The vibrant red machine was placed in various towns throughout Europe in public locations where individuals tried to interact with it. What I love the best about this ad is when a Canadian is able to open the fridge and distribute the beer to the crowd. For the cost of a few beers, you can see the joy and Canadian pride it creates in it's consumer eyes and really fortifies  the positive Canadian stereotypes of sharing and socializing with others around the world. The event built brand recognition, created a positive brand image, and targeted the emotional perspective Canadians want to project to the world. Overall the campaign was a great success creating over 2.7 million views for the YouTube video, generated a lot of social buzz around the campaign and even sparked a follow up campaign the following year which required the user to sing "O Canada" in order to unlock the fridge.  

2. UNICEF-Dirty Water Vending Machine:

The purpose of this campaign is to inform individuals about unsafe water conditions found in developing countries. To communicate this message they created a dirty water vending machine that dispenses discolored water with labels such as "hepatitis" for $1. The vending machine was advertised in time square and the reactions from the consumers were recorded. By setting up this vending machine in a populated area, consumers were exposed to a unique ad that physically connected them to the UNICEF brand since they were able to interact personally with the contaminated water. This method more efficient then just telling the consumer that people need help since they can tangibly interact with it. The campaign was successful since it not only communicated the brand and message but they were also able to generate donations and media coverage related to the event.

3. Pepsi-Time Tunnel:



Pepsi's Time Tunnel campaign was created by AMV BBDO Advertising Agency and highlights a creative way of promoting the brand by using 3D projection. The concept for this campaign is to create an experience for the consumer which creates a connection with the brand. With the Pepsi Time Tunnel campaign, multiple projectors are hidden in a dark alley way and converge creating a 3D perspective. When the oblivious people walk by, it projects an image (Dinosaur) creating a "time tunnel" which interacts with the viewer. The sequence ends with an 3D Pepsi can provoking the consumer to buy the product. I love this campaign because of the concept and the use of new technology. Since this technology is relatively new not many people have had time to adapt to it so when they are exposed to it in a natural setting, the reaction created is more genuine. All the reactions were recorded and posted on YouTube which helped improve Pepsi's brand exposure and imposed a brand image in the consumers mind.

These are just a few examples of Guerrilla Marketing tactics that used limited budgets and creative techniques in order to promote their message to a wide audience. With such a wide range of  creative possibilities compared to Traditional Marketing, Guerrilla Marketing is definitely a career consideration I would like to invest in.