Guerilla marketing utilizes unconventional tactics in order to build brand recognition through engagement and awareness. What makes a guerilla advertisement effective is subject to how disruptive, unique and impressive it is to the targeted audience. Techniques such as graffiti, flyer posting and events are popular methods for smaller businesses because of their low-cost and potential for high reach. Large brands see the potential in guerilla marketing as well.

Every year, Red Bull hosts Flugtag, an air-show demonstrating human-powered flying machines. Most of the time these machines fail miserably, yet that hilariously adds to the wow-factor and reason to come watch or participate. Red Bull’s slogan is that it “gives you wings,” where participants demonstrate the saying literally. Although it has little to do with anything about the energy drink, this publicity stunt is about Red Bull’s brand image; the creativity behind the brand and the fun associated with it.

Marc Ecko’s “tagging” of an Air Force One Boeing replica will remain one of the most notorious examples of guerilla marketing. When he released a video of himself supposedly breaking and entering into an airfield and painting on the president’s jet, news outlets such as CNN and ABC News were reporting this story with the Ecko logo in plain view. What was once the most shocking act of vandalism in the United States has become the greatest graffiti-based guerilla advertising campaign of all time.

With successful campaigns come great failures, such as the Cartoon Network’s "Aqua Teen Hunger Force" marketing snafu in Boston. To promote their show, LED panels with a Space Invader-like character were placed in different areas around the city. However, a resident alerted authorities for fear that they were bombs. As a result, many transit lines and roads were closed down. This cost the head of Cartoon Network his job and $2 million for compensation of the emergency response teams. What was supposed to be a low-cost campaign backfired on the company, damaging their brand image.

These unorthodox approaches are used to instill a memorable brand experience. Guerilla marketing tactics are meant to engage consumers emotionally and frequently in order for the campaigns to go viral. Big brands are starting to participate more often in this approach to marketing, despite having the financial backing to afford a non-grassroots approach. Guerilla advertising allows brands to showcase innovation and stay on top of an ever-evolving consumer market.

Information and images courtesy of (c)Creative Guerilla Marketing, Red Bull, Business Pundit, & Bill Bumgarner