Watch brilliant guerrilla marketing in action here:
Sticker Guerrilla Marketing
Sticker guerrilla marketing is a common tactic among guerrilla marketers, which I will explore through future blog posts as well. This guerrilla marketing stunt was successful because it caught customers' attention, however, it only caused brief engagement In order to complete the 4th step in the Engaging Guerrillas process, Oreo could include a call-to-action for the customers to interact with the product/be motivated to buy.
1. Understand their brand's Unique Selling Proposition: Known as "Milk's favorite cookie"
2. Incorporate the USP in nature: Through the use of stickers placed on an elevator
3. Incorporate audience engagement into the idea: Placed in a high-traffic area turns heads, but does not cause many to stop for long
4. Finish the idea by creating an effective call-to-action: "Milk's Favorite Dunk" contest: Have a designated line marked many feet before of the elevator for customers to take their pictures with the elevator. It would appear as if they were dunking the Oreo in the Milk. This could be a similar concept to tourists taking pictures holding up the Leaning Tower of Pisa. This would allow customers to interact with the ad for more than a eye glance. Then across the city, huge Oreo and milk stickers could be placed on buildings, etc. with more lines marked for picture opportunities.
Oreo Daily Twist: To the Streets
This is another example of how they transformed a brilliant digital campaign (click the link above) and incorporated guerrilla marketing. Oreo Daily Twist was a fan inspired marketing campaign where Oreo represented current events by manipulating the cookie. The final day of the campaign was held in the street. The vision of the campaign (creating images out of Oreo cookies) continues through their Twitter and Facebook accounts.
Remember: Say "I do" to engaging the audience with guerrilla marketing--Kayleigh Green
Oreo Daily Twist: To the Streets
This is another example of how they transformed a brilliant digital campaign (click the link above) and incorporated guerrilla marketing. Oreo Daily Twist was a fan inspired marketing campaign where Oreo represented current events by manipulating the cookie. The final day of the campaign was held in the street. The vision of the campaign (creating images out of Oreo cookies) continues through their Twitter and Facebook accounts.
Take-A-Ways
- These are brilliant campaigns by Oreo that incorporated guerrilla marketing elements, specifically sticker marketing and through a transparent booth.
- Marketers need to make sure to focus on gaining customers' attention for more than a glance in order to inspire a call-to-action.
- Oreo's focus on customer interaction is a good reminder of the focus of sales/marketing: to tailor the product/advertisement to the customer by engaging in a two-way conversation.
Remember: Say "I do" to engaging the audience with guerrilla marketing--Kayleigh Green
Thanks for your feedback John! What's your favorite experiential marketing campaign?
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