guerilla PR Capabilities and Sample Case Studies.pdf

1. Capabilities & Case Studies

2. • Established 2000.
• Delivering 24 years of award-winning, highly-targeted and strategic campaigns
across multiple sectors.
• We build more meaningful relationships with communities, markets and partners.

3. We Tailor Social Media for Social Missions

4. For Brands, Causes and Government in a Multi-Phased Approach

5. Behavior
Science
Social
Media
+
And Blend Service, Insight and Know-How
Agency +

6. IP and
Technology
Networks
Together with Technologies, Relationships and Analytics
Tracking and
Metrics
+
Influencer
Identification
+

7. Carrying
Capacity
Diffusion
Pathways
& Personas
Cultural
Exchange
Mapping
Music
Dance,
Language
& Food
Ethnography
Trend
Analysis &
Forecasting
Cultural
Value
Constructs
Beliefs,
Folklore,
Myths
Cultural
Anthro
Methods
Topics &
Tag Clouds
Influencer
Identification
Stakeholder
Identification
Trend
Indications
Meme
Distribution
Media
Channel
Analysis
Social
Media &
Data
Identify
Intersections
Review
Historical
Discussions
& Posts
By Blending Cultural Anthropology with Social Media and Other Data Sets
We Translate Insight into Action

8. To Build Movements and Market Activation

9. We Utilize a Proven Social Media Campaign Process
(based upon listening to stakeholder and consumer conversations)

10. And Use Integrative Online Promotional Media, PR and Partnerships

11. We Produce Relevant Content and Tools

12. And Share with Influencers / Stakeholders across Integrated Channels
Helped Louie Schwartzberg to
acquire 24 million views of
“The beauty of pollination”

13. And We Offer Longer-term Consulting Engagements
(and help Clients to build and run their OWN Social Media Departments)

14. Sample Case Studies

15. Objective:
To design and build a new market for the Wacom Bamboo consumer
pen tablet peripheral computer accessory.
Winner of the ad:tech
Best Social Media Campaign
Case Study

16. Process:
• Performed audit and research.
• Partnered with facebook application
providers and their communities.
• Designed, built and managed
Bamboo communities.
• Conducted influencer and
consumer outreach.
• Created and ran 3 drawing
contests.
• Trans-coded animations into
videos and re-syndicated them to
other sites.
Case Study

17. Results:
• Helped to sell out all Bamboo product
manufactured that year.
• Acquired 20,000 unique drawing
submissions over 6 weeks.
• Generated 6 million+ outreach messages from
facebook app partners.
• Obtained 2 million+ individual votes.
• The Graffiti facebook app obtained 7+ million
downloads and installs.
• Helped to obtain an estimated 150+ million news
feed impressions and over 1000s of
wall postings.
• Built self-sustaining relationships with
community leaders and members of the Wacom
community of influencers.
Case Study

18. Objective:
To help Napster to exponentially increase their user base of monthly paying subscribers.
Case Study

19. Case Study
Process:
• Performed a robust online listening and monitoring audit.
• Designed and produced integrated communications campaign (with multiple
programs and phases) to reposition the Napster brand to target Males 25-45 years
old, who wanted and were willing to pay for a rock-based subscription-service vs
downloads on itunes.
• Offered a 90 day trialer vs a 15 day trialer of the Napster service.
• Built out and dimensionalized the NapsterGirl brand using custom creative assets
(videos, electronic press kit, rock based trivia game affiliate engine, behind the
scenes casting couch interviews, photos, posters, tshirts, giveaways,
cancer-based non-profit partnerships, auctions of Napstergirl apparel, myspace
profiles, banners and more.)
• Mapped, trained and conducted: direct to influencer outreach, direct to consumer
outreach, director to channel and affiliate partner outreach.
• Gathered and analyzed campaign data and refined outreach efforts and
engagement strategies in a fluid and real time process.

20. Results:
• Acquired 7.5 million+ US views of the 1ST
NapsterGirl video and 6 million+ views of the
2nd video.
• Drove exponential click thrus and traffic to
Napster’s website.
• Increased Napster service
subscription trialer conversion from 4% to
40%.
• Built Affiliate Network to 4K members.
• Helped Napster to become backend ASP
for Radio Free Virgin and AOL
Music, making them the largest music
subscription service online, which made
Napster appealing to the acquisition
marketplace and assisted in their sale to Best
Buy.
Case Study

21. Objective:
To Help Coca-Cola to grow and build
their subsidiary RocketCash.
RocketCash was a tween and teen
online club, panel and network.
RocketCash enabled parents to provide their
kids an allowance of online script, so that
their children could acquire approved items
via a safe and trackable mall of products.
Case Study

22. Process:
• Performed audit and market research.
• Setup listening and monitoring of public
tween and teen conversations of
Influencers across the web,
• Delivered design, platform, contest,
influencer outreach, partnerships and
comprehensive reporting.
• Designed and hosted viral creative.
• Launched a set of influencer and
consumer outreach campaigns for
Coca-Cola brands.
Case Study

23. Results:
• Increased RocketCash teen and
tween influencer-panel membership
substantially.
• Obtained millions of teen and tween
views, clicks, registrations, game play
and engagements.
• Placed creative and ran contests on
100s of Influencer-based sites.
• Partnered with clubs, associations, guilds
and organizations.
Case Study

24. Objective::
To help current TV to build a syndication network of relevant online influencers
and outlets thru whom current could share their content and setup mutually
beneficial exchange.
Case Study

25. Process:
• Conducted audit, listening and
marketing research.
• Organized current TV video into a
content delivery and syndication
engine.
• Designed, built, licensed and hosted
a platform which enabled site owners
and influencers to easily customize and
place current’s entire catalog upon their
pages.
• Conducted direct to influencer and
channel partnership outreach.
• Tracked, monitored, provided
feedback, analytics and insight to
Current TV to retain partners.
Case Study

26. Results:
• Acquired 3K+ key influencer sites
and communities.
• Drastically increased traffic to
current.TV and views of current
video content.
• Built momentum and syndication
partnerships and gave current TV
added value which they leveraged in
the marketplace to help acquire their
deals with Comcast and Yahoo! “…positively amplified the
Current TV brand and
directly connected us with
the right decision makers at
important sites.”
Karl Carter, VP of Marketing
Current TV
Case Study

27. Objective:
To help build the Mavericks surf lifestyle brand and market.
Case Study

28. Case Study
Process:
• Evaluated the Mavericks Surf
brand, competitive landscape,
website, target consumers, market
positioning, communication
platforms and messaging.
• Provided proactive strategic
direction to assist in growing the
brand and yearly surf event.
• Obtained syndication opportunities
for the surf video content to key
cable and online video portals.

29. Case Study
Results:
• Conducted and delivered key
market trend, consumer and
online insights and analysis report
containing a strategic marketing
roadmap
• Refined consumer, influencer and
partnership messaging, collaterals
and creative.
• Obtained national television,
online portal and print coverage.
• Provided pre-qualified strategic
business opportunities and
introductions to Fortune 500
brands.
“guerilla PR provided valuable
brand assessment and market
research.”
Keir Biedling, Co-Founder
Mavericks Surf Ventures

30. Objective:
To help Fox to launch their new show The OC and drive audience tune in.
Case Study

31. Process:
• Listened and monitored relevant
target-focused conversations across the
web.
• Conducted audit of OC content assets
and built electronic press kit containing
widgets, images, slideshows,
screensavers, audio interviews, video
players, newsletters and discussion
points.
• Conducted direct to influencer, consumer
and partnership channel
outreach.
• Formed and managed Fan Club
communities.
Case Study

32. Results:
• The OC became the number 1 show
on television.
• Drove insane and sustained traffic to
The OC’s website and communities.
• Obtained millions of views for the
creative GPR syndicated.
• Acquired 100K+ newsletter
subscribers.
• Built a database of 10K+
influencers.
Case Study

33. Objective:
To co-create (with the Alliance Network Group), conversational and cultural
movements for Konami video game titles: Dance Dance Revolution (DDR),
Ultimate Club Promoter, Karaoke Revolution American Idol, Coded Arms, Metal
Gear Solid, Silent Hill, Death Jr. and Death Jr. II. To do so by building interest and
celebration, driving sales, creating marketing ambassadorships and generating
thriving communities.
Case Study

34. Process:
• Performed comprehensive audit of Konami content assets, per video game title
and centralized all content into an easy to use Webmaster set of Electronic Press
Kits (images, press releases, cheat sheets, videos, interactive games, banners,
slideshows, screensavers, rewards, turn key contest engines, developer
interviews, scripts).
• Conducted ecosystem, trend and meme research, setup
conversational listening and monitoring across the web for Dance, Board
Games, American Idol, FPS Games, Comic Books and Anime.
• Designed integrated online and offline communication experiential programs,
contests, activities and events to deepen the connection and generate
excitement for each title with potential consumers.
• Conducted online and offline direct to influencer, consumer and cross-
promotional channel partnership outreach.
• Created and delivered comprehensive tracking and monitoring analytics to
enable each campaign to become refined and optimized.
Case Study

35. Case Study

36. Results:
• All titles for all games
surpassed Konami’s initial
online sales projections.
• DDR in particular became a national
pastime and flourishing cultural
movement as the new electronic
twister.
• Built a thriving network,
relationships and database of
video game influencers.
• Helped Konami to establish
themselves as a high quality 1st
mover in the innovative gaming
space.
Case Study

37. Objective:
To help Sony to reposition, create demand for and increase sales of multiple Sony
brands and divisions amongst the Generation Y target.
Case Study

38. Process:
• Conducted audit and marketing research.
• Delivered a social (nodal) map of target
consumers, trends, conversations and lifestyle
intersect points and aligned those to specific
Sony products and brands.
• Designed and produced an online and
offline integrated campaign engagement
strategy and programs for the different Gen Y
target segments: fashionista, urban, extreme,
college and geek.
• Generated target and channel-specific creative:
electronic press kits, websites, banners, videos,
audio players, posters, flyers, projections,
murals and car wraps.
Case Study

39. Results:
• Increased Walkman Mini-Disc
Player sales over 600% from
previous year in 1 quarter.
• Created an engaged and active super
network and community of car club tuners
for Sony Xplod.
• Drove 3Xs the amount of traffic to Sony
website from previous year.
• Directly connected with 100K+
consumers and 1000s of
stakeholders and influencers.
• Provided comprehensive online
quantification of sales via a stand- alone
website URL.
Case Study

40. Case Study
Objective:
To build a set of engaged mother-focused communities (with rich resources,
content, activities, discussions and events), which would address the needs of,
offer added value to and build relationships with moms across their evolving
motherhood-based life stages.

41. Process:
• Conducted audit and target research.
• Setup listening and monitoring of mom
conversations across the web.
• Provided actionable strategic insight.
• Co-designed engagement programs, messaging
and content and editorial calendar
for the multiple online resources of:
VeryBestBaby.com, VeryBestKids.com,
VeryBestBaking.com and VeryBestMeals.com.
• Conducted direct to influencer, consumer
and channel partner outreach.
• Provided comprehensive analytics,
reporting and optimization insights.
Case Study

42. Case Study

43. Results:
• Reached and directly engaged and
conversed with 150K+ mom consumers
and gathered insights.
• Reached and directly engaged 3K+ mom,
baby, kid, youth, education and food
targeted influencers, who cross promoted
Nestle communities.
• Obtained 3Xs the amount of desired traffic
to communities.
• Acquired 4Xs the amount of desired eCRM
membership registrations (for
downloading recipes and signing up for
activities, events and coupons).
“Guerilla PR were very
insightful, well-informed
and knowledgeable, as well
as being a pleasure to work
with collaboratively.”
Ken Crites, Nestle,
Ebusiness Manager
Case Study

44. Objectives:
• To introduce and build product demand for Red Bull amongst Los Angeles
influencers and trend-setters to help create a new market.
• To increase Microsoft Windows Media downloads and adoption.
Case Study

45. Process:
• Conceived and produced Denim Art
• A star-studded fashion show / art
competition / Webcast / auction /
fundraiser / DJ music event.
• Obtained MTV, Microsoft, Yahoo!,
Adriana Goldschmied, Ordenim, DuPont
Registry and Gen Art as Partners.
• Acquire A-list celebrity models, actors,
designers, photographers to attend and
drink Red Bull.
• Conducted a targeted and integrated
offline and online Influencer and consumer
direct engagement campaign.
Case Study

46. Results:
• Sold out Event!
• Documented Celebrities drinking Red
Bull and syndicated content online.
• Exponentially increased Windows
Media Player downloads of broadcast.
• Acquired millions of views and set
record
high number of users tuning into the
live Yahoo! Broadcast.
• Syndicated webcast to 25+ sites
with large networks users.
• Provided enormous ROI via product
placement and order demand for Red
Bull.
Case Study
“The overwhelming attendance was
due to the very effective strategies of
guerilla PR.”
Goffrey Tollman, CEO, Miahaus

47. Objective:
To help plant more trees in regions of the world where they are disappearing and
also dramatically increase sales of iChapters’ Online eBooks and eChapters.
Case Study

48. Process (1 of 2):
• Designed the iChapters’ “Plant a Tree” Program targeting College-based
influencers, parents, teachers, TAs, students, librarians, head’s of
environmental college clubs and non-profit organizations, and others.
• Convinced iChapters to fund the planting of a tree for each eBook and
eChapter purchased funded via the affiliate commissions.
• GPR researched and acquired Paso Pacifico.org, as the Tree Planting
NPO Partner, and negotiated a per tree planting fee down to $0.55.
• Acquired ChangingthePresent.org as an additional Partner to manage and
handle the donation transactions between iChapter purchases and Paso
Pacifico. CTP was so enthusiastic that they refused to take a handling or
management fee like iGive or NetworkforGood, and also provided quality
integration resources.
• Co-managed the Cengage communities and worked directly with their
other small business units and companies to help create a holistic 360
design of impact and influence that would produce long term results.
Case Study

49. Process (2 of 2):
• Additionally, designed, wrote and created: the initiative, the live 1 month drive,
the Press Release and messaging, the Xtranet Electronic Press Kit containing
the branded video player, logos, banner ads, slide shows, screensavers,
Facebook widgets, non-Facebook widgets (which both contained a real feed of
the number of trees planted), badges, flyers for the librarians to print and post,
stickers, posters, html emails, posts and tweets for iChapters, PasoPacifico,
ecodads and ChangingthePresent.
• Designed, created, integrated and ran a Tree Drawing Facebook Contest that
had over 3000 trees drawn and submitted in less than 1 week, leveraging the
Wacom, Developer and other Facebook communities from previous
campaigns.
• Transcoded all Tree Drawing animations into videos for syndication with a
video branded player to blogs and partners.
• Trained staff at both organizations in best social media, community and
sharing practices, editorial design and message framing.
Case Study

50. Results:
• Over 57,000 trees were planted and tagged by
Paso Pacifico from this short 1 month outreach
portion of the campaign, which was funded
directly from the affiliate commissions of
student purchases.
• eSales increased 25% over the previous
year’s January and February sales.
• The internal enthusiasm amongst
consumers, iChapters / Cengage
employees and the media was very
positive.
• Positively positioned both brands and
increased their equity amongst their target
donors, customers, supporters and channel
partners.
Case Study

51. Objective:
To use direct to consumer and direct to influencer outreach to raise awareness and
tune-in among 15-24 year old demographic for the FOX: Ryan On-Air tv show,
drive traffic to Ryanonair.com.
Case Study

52. Case Study
Process:
• Setup listening and monitoring of conversations across the web.
• Mapping out messaging and target locations.
• Conducted direct to consumer and direct to influencer outreach.
• Realized that the guests were far more interesting than Ryan
Seacrest (e.g. Britney Spears).
• Video taped the guest appearances, transcoded them and
syndicated them to the show guests’ fan sites on the following day.
• Provided comprehensive tracking, analytics, views and reporting.

53. Case Study
Results:
• Acquired and sustained the highest
ratings, tune-in and buzz the show had
ever received.
• Increased the website ranking 50K+
placements on Alexa.
• Generated millions of impressions,
engagements and conversations.
• Increased the value of the Ryan
Seacrest brand via the associations,
videos and conversations about Ryan
tied in with his celebrity guests.

54. Objective:
To increase traffic to iFilm.com (an MTV Company) which had been losing market share
to YouTube and the other Video Portals.
Case Study

55. Case Study
Results:
• Acquired 7 times the amount of
views iFilm had the previous year.
Produced a Media Value for them
of over $280,000 for a test
campaign and a CPM of $0.50.
• Repositioned iFilm as the Go-To
Site for Bloggers for this type of
content.
• Wire placement alone achieved
36,000 results for a search for the
title of the article.

56. Marketing Objectives: To raise awareness about the Mixman website, radio
player and sample tracks, as well as “LADJ” the movie. To design and execute a
online interactive and compelling song remix contest to increase awareness
among key-influencers DJs, fans and non-competitive companies within the
Electronica space. To utilize cross-promotional communication channels to
strategically deliver messaging across online databases, print, radio, retail, direct
mailers, street team distribution and via online Direct to Influencer (DTI) and Direct
to Consumer (DTC) word of mouth marketing.
Process: Conducted informational interviews with sample target DJs to find out
what type of contest they were willing to be associated with, participate in, and feel
comfortable enough to message out to their exlcusive database members. Based
on that data, GPR designed a Mixman DJ Contest where amateur and
professional DJs would be able to create their own mixes, using pre-approved
license free audio samples, and upload their mixes to the Mixman music streaming
player, where other users would vote on the mixes, and the winning mix would
make it onto the soundtrack of the film “LADJ” the movie. GPR helped to
assemble a celebrity panel of DJ judges who evaluated the audience and selected
finalists. The film was being shown at a variety of film festivals and also at Scion
Dealerships as standalone events. GPR built a backend cross-promotional
micro-site for the contest including rules, information, privacy policy, terms and
conditions, registration forms, prize packages, downloadable music samples,
trailer from the film and exclusive scene clips, white labeled contest html code that
enabled websites to host the entire contest on their own site as a standalone
module. Guerilla also gave out prizes to the top 10 DJs in the contest overall and
sent reward packages to all the webmasters that placed the digital assets on their
sites and ran the contest.
Results: Obtained A-list cross-promotional sponsors of: Nvidia, Karmaloop,
Remix Magazine, DJ.net and others. Generated millions of impressions, obtained
major media coverage, turned amateur and professional DJs into the marketing
ambassadors for the campaign, exponentially increased awareness and
downloads of the Mixman audio player, shot traffic through the roof, and built a
solid social network of DJs.
Case Study

57. Objectives: To increase sales of and shelf space for the Nestle Powerbar and
Powerbar sub-brands, which had dramatically fallen due to the entry into the
marketplace of multiple self-titled Low-Carb Bars and GNC stores.
Process: GPR conducted online research and discovered that the majority of the
low carb bars were in fact NOT low carb bars as they contained glycerin which
turns to sugar in the body. Upon deeper reconnaissance, GPR found that the FDA
had issued warning letters to the majority of the competing nutritional bar
companies, which requested them to change their packaging to reflect the fact that
they were indeed not low carb bars. From this information, GPR designed and
executed an integrated online and offline Direct to Influencer (DTI) and Direct to
Consumer (DTC) campaign over a 2 month period. Tactics included: (1) building of
multiple consumer and influencer / resource micro-sites with viral collaterals
including letters, information, and active links to the FDA warning letters; (2)
acquisition of select databases including but not limited to: gym purchasing agents,
personal trainers, yoga instructors, aikido masters, pilates instructors, modeling
agency GMs, dietitians, nutritionists, and more; (3) customized word-of-mouth and
grassroots messaging, creative and targeted distribution of posters, flyers, emails,
message board moderator outreach, IMs and letters; and (5) pointing out to the
targeted traditional press writers that there was buzz transpiring on boards / sites
about this topic and it may be worth writing about.
Result: A low level boycott of the competing bars insued by these key-influencers
and consumers. The competing bars started to not sell as well and lost shelf
space, which Powerbar reacquired. Sales increased exponentially. Articles started
to appear about “how low car are the low carb bars” in “Time” and other magazines
and traditional print obtaining major media coverage and an enormous ROI.
Case Study

58. Objectives: To run a joint brand ideation session with the Rory Foundation
and the Joyce Foundation to reposition their new partnership with a brand
that meet their resource touch-points. To promote the Cancer411.org
brand and establish solvent partnerships to publicize the new NPO with
larger non-competitive portals. To design and build a cancer information
resource that would be easy to navigate, elegant, comprehensive.
Process: Conducted cultural-anthropologically-based information
interviews with cancer patients and their families to find out what they liked
and disliked about current online non-Profit and for-profit cancer sites, as
well as other cancer informational resources. Determined that these target
users predominately wanted specific information in a streamlined and easy
to use capacity and that the template websites had too much information to
make it easy to quickly find what they needed. Created the Cancer411
brand and refocused the NPOs objectives. Designed a clean looking open
site that used drop down menus and was user driven. Picked best of
breed strategic partners, approached, negotiated and closed those deals
whereupon they created white labeled deals offering their content to
Cancer411 at no charge to Cancer411. Scoped out and programmed an
interface to automatically pull live feeds of queried information into this
website with over 15,000 pages of content including videos, abstracts,
articles, journal entries, live interviews, radio interviews, clinical trial
treatment options, additional treatment options, resources, webcasts and
more.
Results: Brokered deal with and produced live chat shows for
Oncology.com prior to their acquisition by Pharmacia, wherein
Cancer411.org and Pharmacia where the number 1 results under a
“Cancer” search term on Yahoo!
Case Study

59. GPR designed, built and delivered the Pillsbury
Doughboy Desktop Intercom System for General
Mills……need we say more?
Case Study

60. Marketing Objectives: To design and
launch a small grassroots brand awareness
campaign for the Isuzu Axiom 2002 just prior
to and post launch of the overall
communication program, which would
increase consumer awareness, drive traffic
to the website, get consumers to sign up for
and request an Axiom brochure via mail.
Process: Directly engaged consumers and
opinion leaders (Message Board
Moderators, Online Column Writers,
Webmaster, and Newsletter Editors), which
generated positive conversation and interest
online about the brand.
Results: Far surpassed client established
benchmarks for website traffic and eCRM
sign-ups for the brochure and test drives by
a multiple of 6.
Case Study

61. Marketing Objectives: To design and develop a
fresh, cutting-edge website with ground-breaking
interactive features to generate buzz and raise
awareness for the independent film Chopper Movie
for First Look Pictures. To research and visit the
most appropriate online locations where a critical
mass of males 20-29 years old, who would be
interested in the film were spending time. To directly
engage that target to get them to check out the site
to increase traffic.
Process: Designed and launched a cutting-edge
and dynamic film site containing 10 different trailers,
which were embedded into Flash and streamed and
allowed the user to not only play the trailers but to
zoon in and out of them and transition between them
seamlessly.
Result: Drove triple the amount of unique visitors to
the website as originally benchmarked, under
budget, and in less than 2 months increasing online
sales by a multiple of 5.
Case Study

62. Marketing Objectives: To use a combined online
viral marketing and advertorial placement campaign
to raise awareness and sell tickets among 18-25 year
olds using an integrated offline and online campaign
for this Dalai Lama-endorsed Los Angeles Music
Festival within a short timeline. 3 weeks prior to the
event, the Festival had only sold 30% of the tickets to
performances taking place at 85 different venues,
featuring over 150 performers. guerillaPR was
brought in to strategize and implement an Integrated
Online and Offline Marketing Campaign.
Process: Targeted and directly engaged music
genre-specific Online Webmasters in their own
nomenclature and told them about relevant artists
that were performing at the Festival and that we
needed help to spread the word about this amazing
events since the tickets sales were not as high as
anticipated. We convinced 100s of sites to write
Editorial and Feature the Festival on their Home
Pages as well as within their Newsletters. We
contacted Music Schools and Teachers in Los
Angeles and got them to print out a digital
announcements and to post it in their classrooms
and on the bullet boards and kiosks about the
festival.
Results: All of the events were successfully sold out
in less than 10 days.
Case Study

63. >BUTTERFINGER KALEIDOSCOPE CASE STUDY
Objectives: To raise the word of mouth buzz and volume about and to
create stickiness for the Nestle Butterfinger, (no pun intended) amongst
the Gen Y target. To provide comprehensive and measurable reporting
and results.
Process: GPR conducted online cultural-anthropological research via
our proprietary IP process, and mapped out specific Gen Y target
segments showing which trends, brands and digital creative were the
most popular amongst each segment. GPR realized that for a brand to be
adopted by this “hard to reach” consumer audience, that the brand
needed to enable Gen Y to have a stimulating, engaging and memorable
experience directly with the Butterfinger brand. GPR designed an
extremely compelling digital piece of flash creative that was interactive,
instantly loading and flash based. The Butterfinger Kaleidoscope player
was built in flash 4 far in advance of any other creative that existed online
for such. The player contained: (1) 6 streaming tracks of music, (2) an
interactive kaleidoscope of the brand itself (using proprietary gamer
coding together with flash action script); (3) ability to save as a
screensaver; (4) wallpaper; (5) viral tools of emailing or IMing a friend; (6)
saving to favorites; (7) a link out to Coca-cola’s Rocketcash; (8) the entire
kaleidoscope clicked through the butterfinger.com. Designed and
executed a DTC and DTI integrated online campaign and provided
comprehensive reporting and quantification.
Results: Butterfinger sales amongst the Gen Y demographic increased
exponentially. Website traffic to butterfinger increased over 1200% from
the beginning of the campaign. Butterfinger was positioned as “cool”
amongst the target.
Case Study

64. Marketing Objectives: To raise awareness about
StormHawks amongst the Tween target demographic. To
drive TV tune-in and traffic to the Cartoon Network pages and
game for StormHawks.
Process: Designed and executed an integrated DTI and DTC
campaign and built a Tween fan-club panel called the
“StormHawkers”, which GPR managed who spread the word
online and formed a Wikipedia site for Stormhawks, as well as
YouTube pages, blogs and much more. Designed
customized, video players, widgets, banners, flyers, blogs,
RSS feeds, wallpapers, avatars, micro-sites, Xtranets and
much more.
Results: Obtained over 15 million plays of the Storm Hawks
game on Cartoon Network. Generated 30+ million
impressions. Acquired a multiple of media value for the client
producing a fantastic ROI.
Case Study

65. Marketing Objectives: To raise awareness of and drive sales
for the Atari “Act of War” RTS game.
Process: Through informational interviews with video game
retail purchasing agents found out that they base their
decisions upon the backend data made available by GameSpot
called Game Trackers. Designed a plan that would focus on
driving traffic to the Act of War page on GameSpot via a DTC
and DTI integrated campaign, which would also acquire
positive game reviews by enthusiast game communities.
Refined and acquired key influencers within the top 5
psycho-demographic target segments (sub-cultures) interested
in the Act of War (RPG players, military enthusiasts, new
media pioneers and reviewers, board game enthusiasts and
Command and Conquer players).
Results: Drove so much traffic to the Gamespot.com pages
that the Act of War pages became the 3rd
most visited game
page on the entire site, setting a new benchmark since RTS
games never break the 9th
position. Obtained a 9.0 “Superb”
Overall Community Rating and a 8.5 Rating by Gamespot
itself. Guerilla also successfully acquired 105 blog placements,
75 website placements and increased awareness exponentially
to millions of Gamers.
Case Study

66. Marketing Objectives: To raise awareness and drive sales for
Konami’s Death Jr. Video Game.
Process: Conducted Cultural Anthropologically-based research
and online consumer segment mapping. Designed an integrated
Direct to Consumer (DTC) and Direct to Influencer (DTI)
campaign. Recognizing the power of the Death Jr. brand, created
and distributed limited edition Death Jr. comic books, graphic
novels, T-hirts, and key-chains. Built a backend Xtranet page and
contest tied to a Death Jr. game that enabled users to play the
game on different sites where they could post wallpapers,
screensavers and banners onto their social network pages, blogs,
websites, and html message boards, or to drop them into IMs or
email them to virally spread the buzz about the game.
Results: Generated more than 1.5 million unique visitors in less
than 1 month to the site:
http://www.imediaconnection.com/content/7307.asp Obtained millions of
overall online impressions producing a major multiple in media
value. Obtained a pass-along multiple value of 15 for the
co-branded tool as compared to standard print, which only has a 3
times pass along value. Motivated the influencers and their users
to read about and buzz up the Death Jr. game and property.
Turned many of the sites into Affiliate channels to drive traffic to
the Konami Death Jr. pages to drive the title’s sales. Solidified
GPR’s database and relationships with Gamer sites, blogs,
message board moderators, social network group administrators
and online reviewers.
Case Study

67. Marketing Objectives: To raise awareness and drive sales for Konami’s
Coded Arms Video Game.
Process: Conducted Cultural Anthropologically-based research and online
consumer segment mapping. Designed an integrated Direct to Consumer
(DTC) and Direct to Influencer (DTI) campaign. Syndicated a game / tool
to 100s of websites and blogs that enabled their users / readers to surf the
internet and fire bullets, lightening and bombs at any site via a transparent
flash layer. The users took pictures of the explosions and sites they blew
up (as commentary), and then posted those onto their social network
pages, blogs, websites, and html message boards, or to drop them into IMs
or email them. Created, launched and hosted a contest based on the
Coded Arms game that enabled 100s of webmasters and blog owners to
have a co-branded interface of the game (iFrame at the tope – See “Your
Logo Here”), which motivated them to take ownership of the game to blast
it out to their user bases and feature it upon their site. GPR also obtained
and provided the webmasters and blog owners with prize packages to give
their users.
Results: Obtained millions of impressions and a major multiple in media
value. Blew away the client benchmarks for pre-orders, buzz posting
results, sales and eCRM acquisition of those who signed up for the game.
Obtained a pass-along multiple value of 10 for the co-branded tool as
compared to print which only has a 3 times pass along value. Created the
right brand association and engaging tool for influential sites to want to be
associated with and push Coded Arms. Turned many of the sites into
Affiliate channels to drive traffic to Konami’s Coded Arms pages to sell the
title. Built a solid database of influential gamer webmasters and blow
owners enabling us to foster those relationships for future campaigns.
Case Study

68. Objective: To create and manage a panel of high
school influencers who could write weekly columns and
build affinity with their peers via film, music, video
games and fashion reviews. To have Nesquik be the
official sponsor of these writers using a Little League
sponsorship model, which would capitalize upon the
already established online and print properties each
writer had on a local level and turning them into
national celebrities.
Results: Blew away Nestle’s expectations and raised
NesQuik value-add brand association and buzz
through key-influencers. Acquired for (4) A-level writers
with unique voices, who each established large
followings of readers reaching millions. Since having
signed on with Nestle, Coola has now become the
Editor for Microsoft’s Xbox365.com and Casey, who
runs Teen Fashionista.com has become a columnist in
Parade for Fashion both reaching millions.
Successfully raised awareness and increased sales of
Nesquik.
Case Study

69. Marketing Objectives: To use Direct to
Consumer (DTC) and Direct to Influencer
(DTI) online tactics to promote Torque
amongst the target Urban 14-20 year olds
to drive Box office sales and fill the seats
on opening weekend. To syndicate
Torque digital assets to relevant 3rd
party
sites (e.g. car and motorcycle clubs, hip
hop sites). To directly engage the target
in conversations about the film.
Results: Torque exceeded Box office
opening weekend with a $13 MM take.
Secured placement of digital assets at
over 50 target locations garnering millions
of views, producing a high ROI.
Case Study

70. Marketing Objectives: To promote the ‘Yu-Gi-Oh!’ brand
and the release of their “Invasion of the Chaos Booster
Pack’ and the ‘Teenage Mutant Ninja Turtles’ (TMNT)
trading card games amongst Tweens. To convince the teen
trading card games’ target audiences that YGO and TMNT
are superior compared to ‘Duel Masters’ (DM) an upcoming
and competing trading card game.
Process: Designed and executed an online Direct to
Influencer (DTI) and Direct to Consumer (DTC) campaign
targeting the segments that would be most interested in the
product.
Results: Directly increased online sales and brand
awareness of the new Yu-Gi-Oh! cards producing an
enormous ROI. Generated millions of impressions and
conversations and drove hundreds of thousands of
additional visitors to the Official Upper Deck family of
websites. Delivered comprehensive media value and
coverage report to the client, as well as key insights and
feedback to further shape their marketing and
communications..
Case Study

71. Marketing Objectives: To raise awareness and drive
tune-in for Zatch Bell amongst Tweens and Young
Teens.
Process: Conducted Cultural Anthropological
research and online consumer segment mapping.
Designed an integrated Direct to Consumer (DTC)
and Direct to Influencer (DTI) campaign. Reached
out to a core group of Tween and Teen Naruto,
Magic, Yu-gi-oh and Break-key influencers to ignite
the buzz and drive the desire to watch the premiere
and initial shows of Zatch Bell.
Results: The show debuted and remained at
number 1 on broadcast the entire season. Achieved
the most website traffic to www.zatchbell.com that
Viz had for any show that season.
Case Study

72. KONAMI (DDR) “MUSIC IN EVERY DIRECTION.COM”
Objectives: Using a very limited budget, as a test, GPR
utilized the proprietary YouTube Blaster technology to identify
Dance Dance Revolution (DDR) enthusiasts and Video
Creators and directly messaged them through the YouTube
system with a customized “call-to-action” communication.
The GPR program was able to identify, then segment the
name, title, description, ranking, links contact info, and other
pertinent information of YouTube video creators. GPR then
messaged this segmented database via peer level
communication and outreach and raised awareness about
and invited them to join the Konami DDR
“MusicInEveryDirection.com” Social Network encouraging
them to upload their videos to the beta site.
Result: Through this test usage of the GPR YouTube Blaster,
GPR was able to create a tipping point that exceeded
Konami’s benchmark expectations. In this short 1 week test,
over 1000 members registered, uploading 1000s of videos.
Buzz and word of mouth were successfully ignited. GPR
produced essential insight and constructive feedback
regarding the sites UI and product features enabling Konami
to further refine them.
Case Study

73. Objectives: To raise awareness for Hyatt
Hotels to position them synonymously with
service.
Process: Designed and launched a
Hyattpoloza guerilla theater bellhop
campaign that demonstrated outbound
service. Staffed logo wrapped Hyatt vehicles
and street teams, which had actors dressed
as bellhops helping people across the street,
holding doors, and leaving them with a piece
of sweet Hyatt chocolate and postcards, all in
the name of service and Hyatt.
Results: Acquired local and national TV,
print, online and radio coverage producing
millions of impressions for the client at a ROI
multiple of the integrated marketing campaign
budget.
Offline Case Study

74. Objectives: To raise awareness for Red Bull’s
SuperMotoGoGo event in Las Vegas. To drive ticket
sales and surpass the previous year’s attendance by
2 to 1. To provide mass alternative distribution
amongst the target demographic audiences.
Process: Designed an online interface to nail down
the targets in the Southern California area of
motorcycle enthusiasts and riders who would be most
likely to go to Vegas for the event. Created and built
a centralized micro-site with all the locations and a
geographical route for Red Bull Ambassadors to use
to acquire poster placement and to provide free
tickets. Red Bull requested GPR do the execution for
the poster placements. GPR staffed the distro in 24
hours and placed posters at over 600 locations in less
than 48 hours from Taquarias to Motorcycle shops to
practice tracks and more.
Results: The SuperMotoGoGo event had 3 times the
attendance as the previous year. Posters and
discount tickets were placed at the exact locations
where the target segment frequents.
Offline Case Study

75. Objectives: To use online DTC and DTI word
of mouth marketing combined with offline
street promotion to raise awareness for
Snapple's Elements Drink by promoting a live
event with the White Stripes prior to their
breaking, on the Pier in NYC.
Process: Emailed, posted, IMed and used
GPR’s thick Rolodexes to message
consumers and influencers within NYC.
Documented the event and syndicated the
digital assets on profiles, blogs, sites, and in
newsletters.
Results: The pier was so crowded at capacity
that no-one could move. Blew away Snapple’s
expectations and delivered an exponential in
media value in coverage while also
associating their brand with an underground
and emerging artists that gave them positive
credibility in the hard to reach Gen Y
demographic.
Offline Case Study

76. Objectives: To build a very select database of
early adopters and affluent influencers in order to
raise awareness and buzz amongst the right initial
crowd for the A-list and exclusive celebrity-laden
NYC club Centro-fly.
Process: Created an online and offline integrated
campaign targeting influencers at key locations
and messaging them directly. Distributed
postcards and "Hello My Name Is Centro-fly"
stickers at: Perry Ferrell's Coachella Event, the
Detroit Music Festival, the Magic Show in Vegas,
and the Winter Music Conference in Miami to
target consumers who fit the criteria the Client
requested..
Results: Clients club was packed with lines going
down the street and around the corner. Obtained
the exact list that enabled the client to acquire top
dollar for their brand-sponsored promotions.
Offline Case Study

77. Objectives: To increase sales and raise awareness for the
Project Gotham Game for X Box made by Bizarre Creations
within the Tri-state East Coast Area.
Process: Because X-Box was NOT going to have any
games enclosed in the launch of their new platform, GPR
recommended that the client do a stealth guerilla theater
“game suggestion” and demonstration at Best Buy locations
in the tri-state area. Mapped out Best Buy locations. Cast
and trained actors with an approved written script. On the
premiere / release date of the X Box console, actors
pretended to be X box consumers who spoke to other X Box
consumers who were waiting outside for the stores to open.
Once the store opened they spoke with consumers in-line
and within the stores, and went to the kiosk area and asked
the clerks if they had Project Gotham and proceeded to play
/ demonstrate the game on the large screen TVs. contextual
messages included: "A close friend or relative just bought X
Box, and found out that the game was awesome.
Results: guerillaPR campaign sold out the games at all of
the Best Buy stores where GPR staff conducted their theater
in the Tri-state area.
Offline Case Study

78. Objectives: To raise brand awareness, improve brand
image, create a buzz and generate excitement about the
brand, and acquire consumer data.
Process: GPR’s strategized a street theater and
hand-distribution sampling campaign with Isuzu's AOR.
Cast and staffed actors and street teams matching their
look and personality to the target demographic. Wrote
script for actors and rehearsed them. Mapped out target
locations and deployed employees to distribute Axiom
brochures, posters, collect emails and directly engage
consumers.
Results: In the most difficult city in the US to
street-market within, GPR acquired an estimated 2 Million
plus impressions (Based on 2,761,578 visitors in
Feb.2001). Distributed over 75,000 brochures. Obtained
over 15,000 e-mail addresses to increase CRM Database
of Isuzu. Posted over 10,000+ posters. Directly
contacted over 300,000 consumers. Drastically improved
brand image and raised awareness. Generated major
buzz in Las Vegas as well as the automotive industry.
Generated National Press through promotion. Acquisition
of consumer data cost was below $3.00 per consumer,
resulting in a savings of over $72.00 per consumer.(Based
on industry standard of $80.00 - $100.00 per consumer).
Offline Case Study

79. Sample Unabridged
Case Studies

80. Assignment:
To help ShoreBank to increase awareness about and funding
of their Online High Yield Savings Account Product using the
GPR's Partner Co-Operative 3.0 Partnership Product.
Tactics:
Obtained, defined and executed deal terms, timeline and value
exchange for ShoreBank, GreenforAll.org and Van Jones (a
relevant, popular and quality celebrity Green Collar advocate
and speaker).
Conducted research, launched and managed an Influencer
and Consumer-based Online Outreach and Engagement
Campaign.
Results:
Obtained an enormous amount of online coverage of over
22,000 website and blog placements with trackable click-
through links to ShoreBank.
Acquired over $257,000 in new accounts for Co-Op 3.0
Initiative. Overall ShoreBank High Yield Savings
Accounts went from $1 million when campaign started
to $30 million average monthly deposits during entire
campaign.
Van Jones, President, GreenForAll.org and NY Times
Best Selling Author of The Green Collar Economy
Well-known
Relevant Authority
/ Celebrity
Corporate Client
Partner
(Non-Profit) With
Active Base
Case Study – Shorebank – Co-Opportunity 3.0

81. Case Study – Shorebank – Original Website before GPR

82. Case Study – Shorebank – Original Website after GPR Redesign

83. Case Study – Shorebank – Editorial – Van Jones Video and
Book

84. 40
Portal with unique code appeared on each
page of GreenforAll.org site
Case Study – Shorebank – Green For All Cross-Promotion

85. Designed, Built and Updated a
ShoreBank Direct Electronic Press Kit,
as their online media locker, which
contained:
Company, News, Stories, Banners,
Feeds, Embed Codes, Videos, Audio
Clips and Interviews, Images,
Promotions, Press Releases, Links to
other Social Network Links and more.
Case Study – Shorebank – Electronic Press Kit for Influencers

86. GPR's Partner Setup, Designed, Built, Trained,
Hosted and helped Manage the ShoreBank Blog.
Trained 7 Bank Senior Managers to blog on a
regular basis, which is quite ground breaking in
Financial Services.
Case Study – Shorebank – The Bank Management Team Blog

87. Case Study – Shorebank – Sample Coverage - MNN.com

88. BoingBoing.net is a Tier 1 Blog with millions of
readers. GPR's Partner reached out to them and
obtained video and article coverage upon their
home page and facilitated a book giveaway.
Backend Page for Boing Boing readers to obtain Van
Jones books via ShoreBank.
Case Study – Shorebank – Sample Coverage - BoingBoing

89. Alternet.org is a News Syndicate Site with 1000s of sites that link to
and place stories from it.
Case Study – Shorebank – Syndication of Opt-In Articles to Networks

90. Case Study – Shorebank – Sample Influencer Coverage - GreenDig

91. Assignment:
Help Dwell to drive ticket sales and attendance to their
Dwell on Design LA 08 Conference, Panels,
Exhibition, Salons and Parties.
Tactics:
Built 100s of unique digital assets, co-branded
emails, an Electronic Press Kit, and a Dwell on
Design Directory of the Speakers and Exhibitors.
Conducted an Influencer and Consumer Online
Outreach Campaign.
Syndicated 1000s of widgets, screensavers, RSS
feeds, drawings, photos, banners, press releases,
invitations, digital magazine subscriptions, and more.
Designed and produced the “2D Rendering Design
Challenge” with the top LA design and architecture
schools at MOCA.
Results:
Sold out all events! Obtained millions of dollars worth of
media coverage on 1000s of sites. Built and solidified
relationships between LA Design and Architecture
Networks and Dwell.
Case Study – Dwell

92. Case Study – Dwell – Electronic Press Kit

93. Case Study – Dwell – Eco-Design 2D Rendering Contest at MOCA

94. Case Study – Dwell – Eco-Design 2D Rendering Contest at MOCA

95. Case Study – Dwell – Eco-Design 2D Rendering Contest at MOCA

96. Case Study – Dwell – Eco-Design 2D Rendering Contest at MOCA

97. Case Study – Dwell – Eco-Design 2D Rendering Contest at MOCA