Updated
Guerrilla marketing is an unconventional form of promotion that relies on creativity, surprise and an idea people talk about rather than a large budget. The term comes from Jay Conrad Levinson’s 1984 book Guerrilla Marketing.
Types of guerrilla marketing
- Ambient marketing: ads built into the environment, such as on benches, stairs or zebra crossings.
- Street marketing and surprising stunts in the city.
- Ambush marketing: showing up around someone else’s big event.
- Online guerrilla: stunts that spread on social media as viral marketing.
Opportunities and risks
A good idea can bring a lot of attention, press coverage and backlinks for little money. At the same time success is hard to plan, and a stunt that goes wrong can hurt the brand. Check permits and legal limits, especially in public spaces.
How to measure the impact
Track mentions in the press and on social media, branded searches, website visits and dedicated landing pages or codes created for the campaign.
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