“It has to start somewhere
It has to start sometime
What better place than here
What better time than now”

The quote from Rage Against The Machine’s lyric seemed so fitting to this topic, mainly because I can’t ever hear the word guerrilla and not automatically start singing their song in my head. =)

In the 21st century public relation professionals, marketing managers and advertising directors are working diligently to come up with the idea that is going to get their brand noticed most by consumers. A lot of known brands are resorting to more guerrilla style promotions to achieve a competitive advantage in this tough economy. A 2010 Mashable’s article lists their top 10 Excellent Examples of Guerrilla Marketing Campaigns.

Out of the list, my favorite video example of guerrilla marketing came to a tie: Absolut Vodka and a Dutch insurance agency.

Both videos put consumers in everyday situations that they might encounter and made them fun. Who hasn’t ever thought about taking something on the luggage claim conveyer belt? No one ever does, because it’s just not right, haha. But what stops us?

And every driver can spot a scratch or dent on their car once they immediately set their eyes on it in the parking lot. After drivers got over the instant shock, they looked closer at sticker and then searched online and found out they could order scratch stickers to prank their friends, too. That leads to a lot of word of mouth awareness.

Agencies are resorting to this kind of awareness because it costs and only takes some thinking outside of the box. The campaigns are quite effective at getting consumers to notice your brand in all the clutter of traditional advertising. I personally believe guerrilla campaigns leave a longer impression on a consumer as opposed to flipping through a magazine and seeing an attention grabbing ad.

Unfortunately for us in the States we don’t experience a lot of these campaigns. This is usually because someone (government or nongovernment) always completely over reacts to anything abnormal. In 2007 Adult Swim launched a marketing campaign in Austin, Texas… and it completely backfired. If you’re unfamiliar with the story, check it out on Austinist.com

I personally, thought the Aqua Teen Hunger Force campaign was awesome! But I was part of Adult Swim’s target market (much like the rest of Austin’s 20-somethings) and was aware of the cartoon that the “bomb-like devices” resembled.

Hopefully guerrilla marketing campaigns will start to have more approval in our country. I have hope! Just recently works from the famous British street artist, Banksy, were spotted at the Sundance Film Festival in Utah. He was doing a little self promotion for a documentary that features him, Exit Through The Gift Shop. If you haven’t watched the film yet, I encourage you to check it out (it’s on Netflix!) Whether you’re interested in graffiti art, marketing or pop culture it’s a must see.

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