The bottom line is that cheap, provocative advertising methods cost less and are remembered longer. The main thing is to use the effect of surprise and strike exactly at the target.
First, guerrilla marketing is mostly used by small businesses, but over time, guerrilla has also attracted the attention of IBM, Microsoft, Volvo, Mercedes, American Express and other corporations. A successfully launched virus helps to attract the attention of the audience with very little money. What advertising methods are appropriate for this?
Money or the challenge
The ALS Association Foundation has long considered how to draw attention to the problem of amyotrophic lateral sclerosis. The solution was brilliantly simple, the Ice Bucket Challenge action. Its basic rule: The participant must pour a bucket of ice water, transfer $ 10 to the fund and hand over the baton to three other people. If at the last moment the person changes his / her decision, then $ 100 is paid into the ALS Association as retaliation. Famous people like Vin Diesel and Bill Gates help to advertise. One hundred million have raised the fund as a result of the campaign.
Other organizations are beginning to use this method. As part of the Lyme Disease Campaign, people were asked to eat lime or donate $ 10 to the fund. But some fans of such entertainment receive, instead of fame and money, receive reproaches.
Recently, porn actress founder Danny Frost convinced his wards to shoot a box between their breasts. Initially, their actions had no social cause, but after the spread of the HoldACokeWithYourBoobsChallenge virus, it began to become associated with the support of breast cancer patients. The women who survived the operation were insulted and replied with their candid pictures.
Exit to the city
Sometimes the makers of viral videos go off the streets to the streets – this increases the effect of the action. Coffee maker Folgers Coffee glued an image of the top of a glass full of coffee to the top of New York’s sewer hatches. When steam came out of the sewer it seemed that it was coming out of freshly brewed coffee.
Sky Atlantic TV channel is also promoting its new TV series Fortitude in an urban environment. Just before the premiere, the project’s creators were equipped with their main advertising medium in London, the polar bear. It was hard to distinguish from the real one. The model with two puppeteers inside was very naturalistic. The animal entertains as it can, digs into the trash take selfies and rides on the subway.
Merger with environment
Merging with the environment is not only part of advertising methods, but it is also a way of surviving the market. The Altai small businesses are a prime example in this regard. To increase sales of wireless exam headsets, they first went to all universities to find out which teachers were the “worst” of all in the world. After the analysis, they put in an advertisement with photos of the professors at VKontakte, where you cannot take the exam for the first time with the promise “If you cannot take the exam at Vasilev – we will help you!”
Rosebank quarrels with Tink Credit Systems Bank. But instead of continuing to cower on Twitter, the developers have devised a browser game with Oleg Tinkov in the lead role. What can a player do? Aim at a Tinkov missile and shoot him with Roketbank cards. Oleg Yurevich strikes a series of retaliatory blows. Do not turn, do not run, so the interest rate on the loan will start to rise. When they reach 100%, the game ends. But the marketing resonance remains.