Viral and Guerrilla Advertising
In times of economic difficulties, advertising budgets are being severely reduced and companies have had to find other ways to market their companies. Guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budgets. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive and consumers are targeted in unexpected places.
The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz and consequently turn viral.
See the existing brief for Peace One Day, considering this in context of Guerrilla marketing
Things to consider:
- there is little money for advertising – different ways to advertise, very small budget
- research existing viral and guerrilla campaigns
- research into existing POD advertising
- interactivity is something that often happens in viral advertising as the consumer will be more likely to remember if they are involved – also the campaign is more likely to spread from person to person
- taste or unique selling point
Links and starting points
- Research into existing campaigns (with annotations)
- Research into existing POD
- Mind mapping and a diverse range of ideas (many ideas)
- Finalisation of ideas
- Outcomes – the idea actually produced and realised (your campaign needs to be realistic). Use photoshop to create these campaigns.
Examples from last years students: