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mostly consumer durables and fmcg indulge in this type of marketing..big corporates don't really practice these activities bcz of brand dignity.
Remember a Seller on weekends outside a Mosque who keeps his/her items on displays and canvasses to small gathering of people and advertises about the products vehemently or a Seller with a Kiosk who targets a particular Function,Gathering or an Urs at a Shrine or Outside a Big Shopping Mall or a School These are the people who have discovered the real Art of Guerrilla Marketing but the Credit is to Jay Levinson who has quoted it as Guerrilla Marketing in Text Book.
Guerrilla Marketing (named after Guerrilla warfare) is the unconventional and relatively low cost model of marketing. Its often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. Ex : Flash mobs, graffiti, odd ad placement, PR stunts, and sticker or flyer “bombing” are all cheap(er) and surprising marketing methods but most guerrilla marketing examples are just very creative billboard-type advertisements.
Surely it will work with the social media, you can refer to campaign of Dollar Shave Club who produced their viral video without hiring any actors, was shot in their own warehouse, and used just a bit of creativity to get their message across or you can also see the Psy's Gangnam Style's success
Coined by Jay Conrad Levinson, Guerrilla Marketing is a principle inspired from guerrilla warfare where small tactical strategies are used to create unconventional and unpredictable attack plans. In marketing, guerrilla tactics are used by brands to create campaigns and marketing buzz by unconventional and unpredictable tactics, leading to high impressions. Guerrilla Marketing is undertaken when a brand wants to really create a talking point of sorts, by enabling the creation of a highly memorable, effective and talked-about campaign. It is a popular way of complimenting mainstream marketing activities.
Social Media gives the brand an opportunity to expand its' audience reach to phenomenal levels, and guerrilla marketing wishes to target a large audience in a short timeframe and create memorable conversations. Hence, they are harmonious by means. With social media offering various avenues (viral videos, apps, games) the chances of reaching engagement with a wide range of customers is highly probable and hence, guerrilla marketing works amazingly well with social media platforms to launch the activities or compliment on-ground/above-the-line campaigns.
One of the most amazing and recent examples of Guerrilla Marketing was the Red Bull Stratos Jump when Felix Baumgartner created a world record for the highest skydive jump ever successfully attempted. Over8 million people globally tuned in to their YouTube channel to catch this event live. As of date, the Red Bull YouTube channel has received close to45 million hits only from videos created through this event. That's undeniable engagement with a massive audience, and that is what Guerrilla Marketing brings to the table.
Red Bull is one of many brands that regularly engage in Guerrilla Marketing. There are some like Nokia(Lumia1020 SkyDive), Virgin(Richard Branson and his many whacky feats), Nissan (the recent campaign for Nissan Patrol, pulling a170 ton aircraft), Coca Cola(The Happiness Machine) and the Blair Witch Project which are notable in recent times.
Guerrilla marketing is an advertising strategy in which low-cost unconventional means are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idia
