GUERRILLA AMBUSHAIM Grab attention.

Engage and entertain, Get people talking

Reap benefits without paying.Massive media attention

IDEAL FOR Small companies Big brands and companies

COMPETITION

Not about killing competition, but being better

Direct attack on competitorsHijacking activities

TECHNIQUES Graffiti, Flash mob, Undercover marketing

Sponsoring media coverage.Purchasing advertising in andaround broadcastEngaging advertising space

EXAMPLE T-mobile performing flash mob at a mall.

T-MOBILE AT O2 WIRELESS FESTIVAL

Brand awareness

Mass appeal

Leave an impression

Prime investment

Hungry Kids in Your Shopping Cart: Feed SA

Médecins du Monde

Pandas Invade Paris

Folger’s Coffee Manhole Advertisement

Rona recycles Apple's leftover paint.

“T20 ka shubhaarambh”-Cadbury Dairymilk

Kodak vs Fuji Films

Smart car

Placement of the marketing message

Fake props

Location of the Smart car

Other logos

Make up your mind what are you advertising

Location

Forgetting Sarah Marshall

Boston bomb scare

Canadian man leapt into an Olympic pool

Orange Miniskirts At World Cup

Ambushed american television show “The block”

turned up at the auction wearing a teeshirtemblazoned with his Energy Watch logo

REASON FOR FAILURE:

They didn’t understand how their target audience felt about them

Message was unclear

1999 American found footage horror film.

Produced by the Haxan Films production company

Written, directed and edited by Daniel Myrick and Eduardo Sanchez

Original budget $20,000 to $25,000.

Grossed over US$ 248 million worldwide

Energy watch: They didn’t understand how their target audience felt about them

Their message was unclear So even though the approach was right, the Energy Watch

team failed in their execution.

If the ambush confuses, irritates or angers customers or reinforces negative perceptions or concerns about the company then it will damage the brand

PRE- RELEASE:

Efforts to convince that the movie was real

Started in 1998

Widely marketed Online: website

Detailing : posters

Social proof: ahead of audience

Point of reference

Unknown actors added to the mystery

27 SCREENS only

History of Blair witch 1785-1997

The Filmmaker

Aftermath and recovered tapes

Posters distributed throughout colleges in the US

The three actors were listed as ‘missing, presumed dead’

Handed out missing persons leaflets

Low quality video Mainly shown in college campuses Avoided mainstream cinema ads