Central to good quality guerilla advertising is the creative placement and visualization of a concept. This is most effective as an original, almost disruptive eye-catching advert, located in public places, on internet platforms, or on social networks – places where people might expect to be confronted by content. However, the idea is that people will be so surprised and/or amused by the content that they won’t be able to help but look twice, and then subsequently also tell others about it.
This is particularly important online, where unique marketing texts, pictures, and videos are reported on, discussed, liked, and shared. This occurs across all social media platforms, blogs and online magazines. Thus viral marketing on websites like Facebook, Twitter or Instagram becomes a central component of the execution of guerilla advertising. Campaigns therefore need to be interesting enough to make sure that they are shared and distributed across as many channels as possible. One unbeatable advantage of viral guerilla adverts is the ease at which they can be spread across the internet – as internet users themselves take over the responsibility of sharing the ads.
This type of online ‘mouth-to-mouth‘ propaganda ensures that ads remain part of the collective ‘digital‘ memory. Theoretically this means that they can still be generating millions of views and fans in the years that follow. This also has an impact on SEO: more traffic and coverage for company websites, more online turnover, as well more links to a business’ products and offers. Guerilla marketing also works as a central component of content marketing.
Among the most popular forms of guerilla marketing are internet videos, artistic installations, flash mobs, and eye-catching outdoor advertisements – often involving audience interaction. Humorous, entertaining, controversial, and dramatic content with unique character is recognized as being key to viral success. The ability for it to spread via news, social networks, blogs, and video sites adds further to the marketing ploy. Ultimately, it is irrelevant whether the ad is online or in physical form – so long as it is a unique, memorable, and shareable experience.