Another great example is Zeeman's stunt at Amsterdam Fashion Week in 2011. The textile chain gave an impressive fashion show for the crème de la crème of the fashion world under the name FRANK. Only at the end did it become clear that it was 'just' Zeeman clothing. The stunt's message: 'Looking good doesn't have to be expensive'.
A daring action, which poked fun at this high brow event and provided a lot of free publicity. The action won several prizes.
At the 2016 Comic Con in San Diego, Kellogg's had a famous graffiti artist create live 'cohcofitti' artworks of famous superheroes every day. Made of cornflakes and chocolate. The fans were allowed to decide which superheroes would be immortalized via social media. The action earned Kellogg's thousands of extra fans and a lot of free publicity.
Goals of guerrilla marketing
Guerrilla marketing can be used for various purposes:
Bringing more fun and experience to your event
Brand activation (something happens around brazil telegram data 30 million your brand)
To promote a new product or service
Get free publicity
Create fans and ambassadors or build closer relationships with customers
Invite people to take action (product purchase, visit website, try a sample, etc.)
How do you come up with those fun, eye-catching parts?
It may seem easy to come up with a catchy action. A flash mob? A horse that is several meters high? Baking stroopwafels in the shape of your name? A surprise act in the toilet? The sky is the limit. But a guerrilla marketing action is only really effective if it fits perfectly with the theme of the event, the needs of the visitors and the brand values of the organization. Based on these conditions, you must come up with the fun actions.
5 steps before creativity
This precedes the thinking about the creative content:
Mapping the target group. What are their characteristics and why should they come to your event?
Know what you want to achieve with your event. What knowledge, experiences and feelings will the visitors go home with? What actions do you want them to take during and after the event.