Last but not least: Guerrilla, viral, how again?
Whether it's graffiti or a blonde joke: unconventional advertising ideas are booming. Whether Puma, Mercedes or E-Plus - they all use guerrilla tactics or viral marketing. These advertising methods are still a trend, but experts agree that this is where the future lies.
Whether it's graffiti or a blonde joke: unconventional advertising ideas are booming. Whether Puma, Mercedes or E-Plus - they all use guerrilla tactics or viral marketing. These advertising methods are still a trend, but experts agree that this is where the future lies.
Global and cost-effective viral marketing is booming along with the Internet and social networking portals. YouTube is the perfect platform for advertising spots to spread. Mercedes is currently advertising its E-Class with a blonde joke on YouTube. The commercial has been viewed over 11,000 times within two weeks. E-Plus went one step further: last November, graffiti spray campaigns were organized at strategic locations for the market launch of its mobile music offer. The E-Plus graffiti campaign belongs in the guerrilla marketing category due to its local impact.
However, not everyone is yet confident in the use of new types of advertising, and so sometimes things backfire. Sony, for example, was exposed with its fake fan blog from December 2006 for the Playstation Portable and really put its foot in its mouth. Outraged consumers are ridiculing Sony in numerous forums. It is also doubtful whether the Johnny Walker whisky brand has had the desired effect on the grouse game. Sprayers and real bloggers in particular are likely to be happy about this - they will be granted a reprieve until their forms of expression are mercilessly sucked dry by the advertising industry.
Global and cost-effective viral marketing is booming along with the Internet and social networking portals. YouTube is the perfect platform for advertising spots to spread. Mercedes is currently advertising its E-Class with a blonde joke on YouTube. The commercial has been viewed over 11,000 times within two weeks. E-Plus went one step further: last November, graffiti spray campaigns were organized at strategic locations for the market launch of its mobile music offer. The E-Plus graffiti campaign belongs in the guerrilla marketing category due to its local impact.
However, not everyone is yet confident in the use of new types of advertising, and so sometimes things backfire. Sony, for example, was exposed with its fake fan blog from December 2006 for the Playstation Portable and really put its foot in its mouth. Outraged consumers are ridiculing Sony in numerous forums. It is also doubtful whether the Johnny Walker whisky brand has had the desired effect on the grouse game. Sprayers and real bloggers in particular are likely to be happy about this - they will be granted a reprieve until their forms of expression are mercilessly sucked dry by the advertising industry.
