The answer lies in a simple yet powerful BTL (Below The Line) technique called guerrilla marketing—a non-traditional approach popularized by Jay Conrad Levinson in his 1984 book Guerrilla Marketing. This strategy leverages surprise and creativity to promote a product or service, creating memorable experiences through direct customer interactions. Often executed with low-cost methods, it generates buzz and boosts brand visibility.
However, when using the element of surprise, it’s crucial that it leaves a positive impact—ensuring customers associate the brand with a favorable and lasting impression.
Benefits:
- Cost-effective for small businesses and startups.
- Can lead to viral marketing phenomena through social media sharing.
- Creates memorable experiences that encourage word-of-mouth advertising.
Some of the notable Guerilla Marketing done by brands and the impact it had:
- Coca-Cola’s Happiness Machine:
Coca-Cola installed interactive vending machines that dispensed not just drinks but also food and surprise gifts. This campaign aimed to spread joy and create positive associations with the brand.
- Impact: It fostered community engagement and generated significant publicity.
- Viral Reach: Over 2.2 million YouTube views within a short period.
- Positive Engagement: 95-98% of online comments were favorable.
- Global Impact: Approximately 50% of viewers were from outside the U.S.
- Emotional Connection: Strengthened Coca-Cola’s positioning as a happiness-promoting brand.
2. IKEA’s Sofas at Bus Stations:
IKEA placed its sofas in bus stations across Australia, transforming waiting areas into cozy lounges. This campaign showcased the comfort and style of IKEA furniture.
- Impact: It provided a practical demonstration of the brand’s products and enhanced consumer interaction.
- Engagement: The campaign generated significant buzz and social media engagement, though specific metrics are not readily available.
- Foot Traffic: Likely increased foot traffic in IKEA stores due to the practical demonstration of products.
- Brand Awareness: Enhanced brand visibility and product awareness through creative product placement.
3. Red Bull Stratos Jump:
Red Bull sponsored Felix Baumgartner’s (Austrian skydiver) record-breaking skydive from over 24 miles above the Earth. The event was watched live by millions and reinforced Red Bull’s image as a pioneer in extreme sports.
- Impact: It generated massive global publicity, solidified Red Bull’s brand identity and increased sales by enhancing the brand’s adventurous image.
- Viewership: Over 8 million people watched the jump live on YouTube.
- Social Media Engagement: Generated over 2.5 million tweets during the event.
- Brand Awareness: Reinforced Red Bull’s association with extreme sports, potentially increasing brand appeal by up to 10-15% among the target audience.
4. Burger King’s Whopper Detour:
Burger King offered customers a Whopper for just one cent if they ordered it from near a McDonald’s location. This campaign created buzz on social media and boosted app downloads.
- Impact: It successfully engaged customers and increased brand visibility through a competitive strategy.
- App Downloads: Over 1 million downloads of the Burger King app within a few days.
- Sales Increase: Sales of the Whopper increased by approximately 20-25% during the campaign period.
- Brand Engagement: Generated significant social media buzz and brand engagement.
5. Fiji Water at the Golden Globes:
Fiji Water strategically placed a model, known as FijiGirl, in the background of photos at the Golden Globes, creating a viral sensation.
- Impact: It generated immense social media attention and memes, providing free publicity for the brand. The campaign contributed to increased brand recognition and preference.
- Social Media Engagement: Fiji Girl became a viral sensation, generating millions of social media impressions.
- Brand Visibility: Increased brand visibility by up to 50% among the target audience due to the campaign’s unexpected nature.