1. Thinking Way Outside The Box
Guerilla Marketing
Thinking Way Outside The Box

2. What is it?
Using non-traditional media (or traditional media in an untraditional way) to stir consumer interest, usually in a low-cost way.
Relies on time, energy and creativity rather than money.

3. Principles Usually for small business Uses psychology
Attracts a new customer
Even better, stirs up the established customer
Use technology
For small groups

4. Techniques Viral Presence Grassroots campaigns Buzz
Experimental/Interactive
Wait campaigns
“Tissue-Pack”

5. Famous Campaigns “Blair Witch Project”
Grossed more than $480 million
“Aqua Teen Hunger Force Colon Movie Film for Theaters”
the Mooninites Ignignokt and Err giving the finger
Boston sued for more than $1 million
ESPN NFL ’03 by Sega