UNICEF Vending Machine Installation

Brands are not the only ones who do, can and should utilize guerrilla marketing.  Cause-related organizations can, should, and engage consumers with guerrilla marketing as well.  This post analyzes the cause-related organization, UNICEF's use of guerrilla marketing, specifically street and experiential marketing.

On July 12, 2010, UNICEF installed a vending machine in Manhattan's Union Square which shocked and engaged consumers (Kaye, 2010).  Instead of the buttons being different soda or energy drink options, there was 8 different types of disease that dirty water can give.

Click below to watch a video of the installation:

1.  Understand the brand's Unique Selling Proposition: UNICEF's Tap Project "provides clean water and adequate sanitation to children around the world" (UNICEF).  Instead of capitalizing on its USP of clean water, it attracted consumers' attention by showing what consumer support prevents---diseases from dirty water.  
2.  Incorporate the USP in nature: UNICEF took guerrilla marketing to the streets by the installation of a vending machine.
3.  Incorporate audience engagement into the idea: Consumers were engaged because of the shocking nature of the vending machine.  
4.  Finish the idea by creating an effective call-to-action: After consumers are engaged, they can see the dirty water for themselves through a $1 donation to UNICEF Tap.

Other Ideas:

• Install 8 empty fish tanks on the streets with a signs on each fish tank labeling the different types of diseases. UNICEF staff could be on hand selling plastic water bottles for a $1 donation.  Consumers will be so shocked by this dirty water they will want to show others information about the cause.  Lastly, the water bottles should include information on UNICEF Tap and where to donate.
• Install a "wishing well" with dirty water instead of clear water within the streets. The money raised through the wishing wells would go to UNICEF Tap.

UNICEF shows that cause-related organizations can use guerrilla marketing to inspire consumers, represent their cause, and gain donations.

Remember: Say "I do" to engaging the audience with guerrilla marketing--Kayleigh Green

Sources:
Kaye, L.  2010.  UNICEF's Dirty Water Vending Machines Raises Awareness in Manhattan. Retrieved from http://www.triplepundit.com/2010/07/unicefs-dirty-water-vending-machines-raises-awareness-in-manhattan/

UNICEF.  Clean Water Campaign.  Retrieved from http://www.unicefusa.org/work/water/.

Kashi Guerrilla Marketing: Handout of Samples

An "Eggcellent" Example of Guerrilla Marketing and Consumer Engagement

Kashi cereal, a Kellogg brand, positions themselves as a "nutritious" breakfast alternative.  Their current television spot showcases their use of guerrilla marketing, specifically presence marketing, to introduce their new slogan "As Much Protein as an Egg".  This post commends this example because of the guerrilla marketing involved, not necessarily the nutritional validity of their claim.

Retrieved from: http://www.ispot.tv/ad/7waO/kashi-golean-as-much-protein-as-an-egg

"Eggcellent" Example of Successful Guerrilla Marketing

Another example of Integrated
Marketing Communications

This marketing campaign successfully implements guerrilla marketing because it draws customers' attention, integrates their USP, engages consumer and includes brand interaction through handing out samples. Furthermore, Kashi has highlighted the guerrilla marketing stunt within their television campaign.  Consumers are engaged with the brand whether they saw the guerrilla marketing in person or in the comfort of their own homes through the T.V. spot.

1.  Understand the brand's Unique Selling Proposition: "As Much Protein as an Egg"

2.  Incorporate the USP in nature: Kashi placed the large egg in an open grassy area through the use of presence marketing.

Presence Marketing

3.  Incorporate audience engagement into the idea: The large unexpected object draws consumers to the egg and there is a window for Kashi employees to hand out samples.

Consumer Engagement & Samples

Consumer Engagement & Samples

Tasting samples & Call-to-action

4.  Finish the idea by creating an effective call-to-action: Samples encourage testing and interacting with the brand.  The samples allow Kashi to expand their reach to new customers as well as existing customers.  New customers may now be convinced to buy a full box of Kashi cereal after the sample.  Existing customers are reminded of the "nutritional benefits" in the cereal.

Inspiration for More Ideas

• Egg Vending Machines:  Unicef did a fantastic job of drawing consumers' attention with a dirty water vending machine campaign.  Kashi could implement a vending machine shaped like an egg where consumers can buy samples on the streets.
• Easter Egg Hunt Integration: Participate in a local Easter egg hunt by donating life-size plastic eggs.  Once the plastic eggs are cracked open, participants will receive a sample sized box of Kashi cereal.
• Egg areas: Kashi could also implement the above example year-round by placing life-size plastic eggs in open grassy areas.  Consumers' curiosity will be piqued enough to interact with the egg and crack it open to find a sample sized box of Kashi cereal.

Remember: Say "I do" to engaging the audience with guerrilla marketing--Kayleigh Green

Lay's "Do Us a Flavor" Guerrilla Marketing

In 2009, Lay's began their creative fan-driven product campaign: Do Us a Flavor, which has continued to gain traction every year since then.  Customers submit their flavor combinations ideas, then "brand representatives, foodies, and food scientists choose the top 10 flavors" to make on a chip (Stampler 2013).  This year Lay's even used celebrities to narrow down the flavors to the top 3.

Throughout the campaign, Lay's moved consumer engagement to the streets through a specific form of guerrilla marketing: street marketing.  This is a critique of the campaign and suggestions for incorporating street marketing from the beginning.

1.  Understand the brand's Unique Selling Proposition: Lay's USP is the contest which focuses on fan creation and interaction.  Furthermore, the unique flavor finalists draw in customers: Cheese Garlic Bread, Chicken & Waffles, Sriracha.

Presence Marketing

2.  Incorporate the USP in nature: Lay's incorporated the campaign into nature through the use of pop-up marketing and brand ambassadors.  They launched the campaign on July 20, 2012 with a pop-up store in Times Square so consumers could taste test 20 of the potential flavors.  Eva Longoria and Michael Symon, celebrity chef, were also present to take pictures at the pop-up event.  Booths/stands were also next to the pop-up, with the top looking like a Lay's potato chip.  Lastly, two brand ambassadors dressed up as a flavor finalist (Chicken & Waffles) to hand out samples.

Brand Ambassadors

Experiential Marketing: Pop-Up Tents

3.  Incorporate audience engagement into the idea: The whole concept of the campaign is consumer engagement so Lay's is already utilizing marketing effectively. My suggestion is to leverage the consumer engagement to start the interaction from the beginning and carry it out throughout the end.

Suggestion: Use Pop-Up tents to promote consumer engagement three times during the campaign, instead of one.

Experiential Marketing: Consumers
tasting existing Lay's flavors at
pop-up tent.

• Pop-Up tent 1: At the start of the campaign so consumers can make and submit flavor combinations in person. Lay's can have different seasoning options available along with plain chips to increase the interaction. 
• Pop-Up tent 2: To test the top 20 flavors which Lay's already does.
• Pop-Up tent 3: Consumers can test the final 3 flavors in Times Square by purchasing snack bags from the pop-up site.  The pop-up tent should be in place for a few days so the consumers can return and purchase their favorite flavor in the full size bags.

Potential for life-size
sales thermometer

4.  Finish the idea by creating an effective call-to-action: At Pop-Up tent 3, consumers can purchase the top 3 flavors onsite.  Lay's can use these sales figures to determine which flavor received the most sales and use that as a factor in determining the winner of the contest.  
Suggestion: As the sales figures come in, Lays can have 3 life-size cans of Lay's Stax in front of the pop-up tent with each of the 3 finalist flavors shown on each can.  The cans will also look like fundraising thermometers so Lay's can show which flavor is ahead in the pop-up tent sales.

Lay's has done an excellent job of making consumer engagement a focus in its Do Us A Flavor campaign through guerrilla marketing, specifically street marketing, experiential marketing, pop-up tents and brand ambassadors.  Its campaign has gain wild success through incorporating fan creation in introducing new flavors of chips. As Lay's plans its campaign for next year, it can leverage consumer engagement by incorporating it in three steps throughout the campaign.

Remember: Say "I do" to engaging the audience with guerrilla marketing--Kayleigh Green

Sources
Buss, D.  2012.  Frito-Lay Launches Times Square Pop-Up Store Today with Eva Longoria.  Brandchannel.com.  Retrieved from http://www.brandchannel.com/home/post/2012/07/20/frito-lay-times-square-072012.aspx
Stampler, L.  2013.  Inside Lay's Crazy Process for Making Chicken & Waffle Flavor Chips.  Businessinsider.com.  Retrieved from http://www.businessinsider.com/inside-lays-crazy-process-for-making-chicken-and-waffle-flavor-chips-2013-2

Kit Kat Benches and Street Art

Kit Kat "Kritique"

In order to achieve creativity and audience engagement in guerrilla marketing, brands can focus on my 4 step Engaging Guerrillas process:

1.  Understand their brand's Unique Selling Proposition

2.  Incorporate the USP in nature

3.  Incorporate audience engagement into the idea

4.  Finish the idea by creating an effective call-to-action

Kit Kat Benches

Within the past 5 years, Kit Kat has been giving customers "a break" by placing creative candy-themed benches across large cities.

1.  Understand their brand's Unique Selling Proposition: Having a break-apart candy bar

2.  Incorporate the USP in nature: Giving customers "a break" literally by placing benches in high-traffic areas 

3.  Incorporate audience engagement into the idea: Sitting on a unique bench will catch customers' attention with potential for pictures to then be posted on social media.

4.  Finish the idea by creating an effective call-to-action: 

• Kit Kat could bring these benches back to cities and tie in with their new street art campaign (see below).
• Run a social media contest for consumers to send pictures of them on the benches for a chance to win a years worth of Kit Kats.  
• Have street marketers randomly hand out free Kit Kats for people sitting on these benches.

By focusing on adding a call-to-action and audience engagement, customers will notice the bench and have opportunities to consume the candy bar.

Build-Your-Own Benches

Customers grab cardboard cutouts to "give themselves a break" by making the benches themselves.

Suggestion: Continue to place in high-traffic areas.

Street Art

Kit Kats most recent guerrilla marketing has been in the form of 3-D street art.  They have successfully engaged the audience through integrating their street art into their latest T.V. commercial.

Inspiration for other ideas: Turn the ladder notches on the right into Kit Kat bars for an even more creative interaction opportunity, with permission of artist Nikolaj Arndt.

Other Ideas

• Place stickers of Kit Kat bars on 2 nearby trees, giving the illusion of "breaking" candy, highlighting their USP.
• Place stickers on business doors--3 parts of the Kit Kat bar on the left side of the door and 1 part of the Kit Kat on the right side of the door.  When the right side of the door is opened, it will literally look as if the person is "breaking of a piece of the Kit Kat bar."

Also make sure to "Like" Kit Kat on Facebook (http://www.facebook.com/kitkat?fref=ts) to be inspired by their digital campaign as well.  The campaign is similar to one Oreo runs, which will be covered next week!

Remember: Say "I do" to engaging the audience with guerrilla marketing--Kayleigh Green

Sources

Kit Kat Bench 2 Agency: JWT London, UK http://adsoftheworld.com/media/ambient/kit_kat_bench

Bridge street art: Nikolaj Arndt

Audience Engagement with Guerrilla Marketing

Welcome to the Engaging Guerrillas Marketing blog!  

Focus of blog: Analyze how brands do, can, and should engage their audience with guerrilla marketing.

• Highlight current  brands and nonprofit organizations who have implemented brilliant guerrilla marketing in the streets and through events.
• Provide inspiration for other marketers looking for a creative way to advertise through tracking my favorite guerrilla marketing examples.
• Prove that audience engagement needs to be an objective when implementing guerrilla marketing.

What is Guerrilla Marketing?

Guer(r)illa Marketing was created by Jay Conrad Levinson in 1984 with the publishing of his first book, Guerrilla Marketing.  Guerrilla marketing is a form of unconventional advertising completed on a small budget.  It is different from print, online, tv, radio advertising, etc because of the unexpectedness.  Although small businesses were the main users of guerrilla tactics, it has grown in popularity so brands of all sizes now use it.  It is part marketing and part psychology which capitalizes on creating the unexpected for consumers in everyday places.

1.  Draw customer attention
2.  Trigger an emotion (humor, surprise, happiness, etc.)
3.  Inspire call to action through audience engagement
The next step in the process should be to inspire a call to action for the consumer, but many guerrilla marketing attempts stop after the first step.  This blog will explore how marketers do, can, and should inspire a call to action and engage audiences through guerrilla marketing.

Types of Guerrilla Marketing

Presence

Across the internet, guerrilla enthusiasts claim there is anywhere from 10-12 types of guerrilla marketing including: ambient marketing, presence marketing, grassroots marketing, wild postings, tissue packs, astroturfing, undercover/buzz marketing, alternative marketing, and experiential marketing.  A more detailed look at these types of marketing can be found at http://weburbanist.com/2008/06/19/different-types-of-guerrilla-marketing/.  However, what I find most important in guerrilla marketing is not only capturing the attention of the audience, but engaging them and then inspiring them with a call to action.

Experiential: Product Interaction

This focus on audience engagement as a success objective combines these types of guerrilla marketing:

• Ambient Marketing: Achieving brand recognition without pushing the product
• Presence Marketing: A great example is product placement
• Experiential marketing: Allows the customer to touch, feel, experience the product--my personal favorite!

Ambient: In the surroundings without pushing product

Why Guerrilla Marketing is Relevant
As commercial avoidance increases with the increasing use of time-shifting devices such as DVRs and readership of print advertisement decreases, marketers will need to utilize more unconventional methods to reach the audience.  Guerrilla marketing is a cheap solution which presents unique and creative solutions while gaining the attention of consumers in their everyday lives.  If implemented correctly, guerrilla marketing should do more than gain attention.  It should attract attention, engage the audience, and inspire them to act.

Please comment with feedback and any examples you would like me to analyze!

Remember: Say "I do" to engaging the audience with guerrilla marketing--Kayleigh Green