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guerrilla marketing


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guerrilla marketing

  1. 1. <ul><li>Case Studies: </li></ul><ul><li>BMW films </li></ul><ul><li>Audi’s Art of the Heist </li></ul><ul><li>Hyundai Assurance </li></ul><ul><li>Volkswagen Routan’s Babymaker3000 </li></ul><ul><li>MINI’s Carfun </li></ul><ul><li>OnStar’s Batman campaign </li></ul><ul><li>Nintendo Wii </li></ul><ul><li>Burger King‘s Whopper Sacrifice </li></ul><ul><li>Sprint Now widget </li></ul><ul><li>Orange’s balloon race </li></ul><ul><li>Sega’s Madworld game </li></ul><ul><li>Sega’s ESPN football game </li></ul><ul><li>Xbox’s Halo </li></ul><ul><li>DeBeers </li></ul><ul><li>Dove’s Real Beauty </li></ul><ul><li>Cadbury’s Gorilla </li></ul><ul><li>Lynx Jet </li></ul><ul><li>Absolut  In an Absolut World </li></ul><ul><li>Transmedia – H&R, vitaminwater, Skittles </li></ul>
  2. 2. Finding the young innovators: BMW films, “The Ultimate Driving Machine”
  3. 3. Audi’s The Art of the Heist (2005) The campaign was a consistent source of leads to Audi dealers nationwide -- more than 10,000 leads have been generated so far, including 3,827 test drives. -New York International Auto Show -Jim Ellis Audi dealership, Atlanta, GA -Coachella Valley Music and Arts Festival, Indio, CA -E3 Expo, Los Angeles -AFI film parties -Campaign finale party at The Viceroy Hotel, Santa Monica, CA
  4. 4. Hyundai Assurance (2009)
  5. 5. <ul><li>-Hyundai meant the gambit as a dramatic and unique way to shake up the moribund marketplace by appealing directly to consumers' lack of confidence in their own financial future. </li></ul><ul><li>- Hyundai Assurance was hatched only because the company last fall was totally at a loss as to how to approach the shattered American car buyer. </li></ul><ul><li>-focus groups; quick impact </li></ul><ul><li>-looked at what competition; clutter in market </li></ul><ul><li>-“Assurance” vs. “Promise” </li></ul><ul><li>-Commercials during Super Bowl and Oscars </li></ul><ul><li>- seven 30-second ads and one 60-second ad that will air during the Oscar ceremony </li></ul><ul><li>-Online presence sites like that directly target in-market car-shoppers </li></ul><ul><li>-As a result, in February the Sonata midsize sedan saw interest rise 143% over February 2008, pushing it from 82nd to 20th place among all new vehicles viewed on  Additionally, interest in Hyundai as a manufacturer doubled year-over-year, making Hyundai the 7th most-viewed new car brand on in February. </li></ul><ul><li>Pontiac G8 sedan - debuted on’s list of the 20 most-viewed new vehicles at number 14.  General Motors has been promoting the G8 during the NCAA basketball finals, high-profile, high-engagement events that provide Pontiac a platform by which it can target a large number of buyers. </li></ul>
  6. 6. Volkswagen Routan: Babymaker 3000 (2008) -campaign for the launch of Volkswagens' new Routan minivan features Brooke Shields in a number of fake public service announcements cautioning prospective parents against having children to justify purchasing a Routan -television spots, display ads, and print advertising all drove consumers to the Routan site featuring the Babymaker 3000
  7. 7. MINI’s Carfun Footprint (2009) Mini sales rose more than 30 percent this year through July, per Autodata, Woodcliff Lake, N.J. The auto brand spent $22 million on ads last year and $12 million through May, per Nielsen Monitor-Plus.
  8. 8. -the new campaign that carries the message: &quot;It's time to drive like there is a tomorrow“ - carfun vs. carbon -1 st phase - print ads for the three-phase campaign, via Butler Shine Stern & Partners, Sausalito, Calif., will begin running in August and September issues of select lifestyle and auto publications. -Mini has also formed a partnership to insert a special &quot;Mini&quot; issue of lifestyle magazine Good in a Sunday edition The New York Times this fall in five major markets: New York, Chicago, Miami, Los Angeles and San Francisco. The issue will feature people, places and things that, according to Mini, &quot;make a difference in the world.&quot; -2 nd phase - ads will run in September, October and November issues of more auto and lifestyle magazines. Creative asks: &quot;What's your carfun footprint?&quot; and explains the philosophy and methodology of measuring car enjoyment at -3 rd phase - ads will appear in October and November issues of various journals, accompanied by copy that reads: &quot;Good. Clean. Fun.&quot; and &quot;More turn, less burn.&quot; The October issue of Men's Journal and the Sept. 18 issue of Rolling Stone will feature the same copy in vertical, half-page ads. Additionally, billboards and wallscapes -- in the aforementioned five key markets -- will direct consumers to the site, which also allows visitors to measure their own car, not just a Mini, to determine their score. The footprint is derived from actual data from Strategic Vision's syndicated New Vehicle Experience Study, Autodata's vehicle curb weight figures and data from the Environmental Protection Agency's Green Vehicle Guide (which gives environmental scores to cars based on emissions levels and fuel economy). Once the footprint is derived, consumers can chose from among several options: &quot;improve,&quot; which means driving a Mini; &quot;check into a green motoring tip,&quot; which asks consumers to give out their e-mail address and receive tips on lowering their impact on the environment; or &quot;go minimalist,&quot; which directs them to another Mini site,
  9. 9. A survey showed that 80% of new vehicle owners recognized the brand due to the Batman OnStar commercials. New activations of OnStar service jumped 169% to nearly 300,000 subscribers between January and June 2000. Renewal rate of the service also increased from 32% to 58%. Further estimates suggest an even higher increase, suggesting that the commercials raised OnStar's customer base by a factor of ten: &quot;In the year 2000, OnStar expanded its customer base from 100,000 to 1 million subscribers. That dramatic growth comes thanks in part to branding efforts that use a comic book character dating back to the 1930s: Batman and his Batmobile.“ The first four commercials won a Silver Award for &quot;Creative Arts - Visual Effects&quot; in the 2000 International Automotive Advertising Awards. OnStar (2000): Batman campaign
  10. 10. Nintendo Wii Idea: The Nintendo Wii is for everyone  
  11. 11. <ul><li>- featured in a South Park episode </li></ul><ul><li>appeared on front page of The Wall Street Journal, People magazine’s Style Watch gift guide, NPR’s hot holiday gift list and a BusinessWeek mention </li></ul><ul><li>Wii Ambassador program targeting “Alpha Moms,” multigenerational families and hardcore gamers; have each representative host events for 30 of closest friends </li></ul><ul><li>Interactive Wii kiosks in select Westfield shopping centers across the country; have representatives show visitors how to play with the console </li></ul><ul><li>Nintendo Fusion Tour: setting up booths at the concert to let attendees play with the Wii </li></ul><ul><li>Urban ‘”gaming hours” inviting influencers in the fashion, music and media industries to play with the Wii </li></ul><ul><li>RISE and Blender magazines: Have top athletes and Hawthorne Heights talk about their experience with the Wii </li></ul><ul><li>Wii MySpace page and Midnight Madness in the final hours before the launch </li></ul><ul><li>Partnerships with 7-Eleven and Pringles to give away 711 and 100 Wii consoles, respectively </li></ul><ul><li>Working with Comedy Central to give away free consoles and have the Wii be featured in a series of vignettes spooking reality shoes </li></ul><ul><li>Four TV spots featuring Japanese men bringing the Wii to people’s homes and showing them how to play </li></ul><ul><li>Also appeared on: Nick @ Nite, Nickelodeon, TeleFutura, Discovery Channel, Animal Planet and Discovery Kids Network. </li></ul>
  12. 12. Whopper Sacrifice: viral Facebook app
  13. 13. Sprint Now widget
  14. 14. Orange’s Balloon Race
  15. 15. Sega’s MadWorld   Idea: The real world is a “mad world”
  16. 16. Sega’s ESPN NFL Football 2k4   Idea: Sega’s ESPN NFL Football 2K4 is too violent to be released -fictitious Beta-7 character created; elaborate viral campaign based on the premise that Beta-7 is suffering from neurological/anger problems after playing the game The campaign won a Grand Clio because it was successful in engaging a large community of online users. It was an experience for everyone who participated (was roped into) the story; it was estimated that there were 4 million downloads of the hoax videos that were on the blogs. For Xbox sales, Sega led Madden; though for Playstation, Sega fell behind 14 to Madden’s 1.
  17. 17. Xbox’s Halo 3 Ideas: Bring Master Chief to life and make him into an heroic icon in order to attract an audience beyond the hardcore gamers for Halo 3 and have the largest launch sale ever in the entertainment industry
  18. 18. Your left hand holds on. Your right hand reaches out. Your left hand plays hard-to-get. Your right hand just plays hard. Women of the world raise your right hand.&quot; Your left hand says “we.” Your right hand says “me.” Your left hand rocks the cradle. Your right hand rules the world. Women of the world, raise your right hand.
  19. 19. Campaign for Real Beauty
  20. 21. Cadbury’s Gorilla (2007)
  21. 22. Lynx Jet (2006)
  22. 23. Absolut …  In an Absolut World… TBWA Managing Director Jamie Gallo said the campaign attempted to steer Absolut clear of what he called the &quot;rational benefits&quot; being claimed by so many upstarts in the category, many of whom boast the best taste or the smoothest feel. Many of these claims contradict each other, and a few have even wound up in lawsuits. &quot;We know people don't purchase as much on rational benefits as on emotional benefits,&quot; he said.
  23. 24. Transmedia H&R Block vitaminwater Skittles