Guerilla Marketing is…
Unconventional, has limitless possibilities, very little pitch (if any at all) and the need to read it or watch it until the end in order to fully understand.
It creates expectation, suspense, thrill and curiosity and goes far beyond any “target market.”
What makes it viral?
The need to see it, read, it try it and talk about it. The trick is to create something that gets on a “need to see” level. The better your Guerilla marketing is, the bigger the “need to see it” gets.
The psychology behind anything that goes “viral” is that the user gets some kind of benefit by promoting it. After someone spreads the word using whatever media platform or just by work of mouth to their friends, they hope they will be seen as funny, smart, valuable or in-the-know.
The brands that don’t really worry about what people will do when they do something completely out of character—are the ones that stand out from the rest. Take this new viral campaign from Volkswagen for instance, with 1.7 million hits on YouTube.
Axe came out with their new product: “The Axe Detailer” that is meant to clean “a man’s balls.” Here, they demonstrate just that in TV shopping show fashion. With 1.9 million hits on YouTube, you wonder if they pulled this straight from HBO.
How do you market movies? Typical answer: movie trailers. Guerilla answer: the video below.
This was done via Chatroulette, a website that pairs random strangers from around the world together for webcam based conversations. This video has racked up 3.4 million hits on YouTube, so you know it’s worth sharing. Warning: reactions do contain some strong language.—HANA YI