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Guerilla marketing: tactics, types & 10 examples

Reading Time: 10 minutes

Guerilla marketing focuses on using shock-factor as a way to promote brand visibility and recognition. The tactics involved are unconventional and low-cost, so it could be an approach worth trying to connect with your audience in ways traditional methods can’t.

If you’re looking for ways to spice up your marketing strategy to stand out in a crowded market, guerilla marketing offers a variety of innovative ways to do so. 

In this article, we’ll talk you through the different types of guerilla marketing, explore its best practices, and showcase 10 great examples that highlight its effectiveness. 

We’ll also explain what guerilla marketing really is and the major pros and cons associated with it. 

Let’s get into it.

Boost your guerrilla marketing efforts with Omnisend and expand your campaign’s reach

What is guerrilla marketing?

Guerilla marketing is a marketing strategy that leverages unconventional, often surprising tactics to capture the attention of an audience. It relies on creative, memorable methods designed to provoke strong emotions, such as shock or awe, with the goal of driving publicity and brand awareness. 

Unlike traditional marketing, which normally involves larger budgets for mass media channels like TV, radio, and print, guerilla advertising operates on a smaller budget, using creativity rather than expensive media buys. 

Guerilla marketing tactics also tend to be more personalized. Most of them involve direct interaction with people, such as street performances, public installations, or experiential events.

This hands-on approach creates a more personal connection between the brand and the audience than traditional ads’ one-way communication.

The term “guerrilla marketing” was coined by Jay Conrad Levinson in his book, “Guerrilla Marketing,” first published in 1984. Inspired by guerrilla warfare tactics, Levinson introduced this unconventional approach to marketing, emphasizing creativity and surprise over traditional, costly advertising methods. His ideas have since revolutionized how brands engage with audiences.

Types of guerrilla marketing

Guerilla marketing offers excellent ROI but can also backfire if not done correctly. According to Business News Daily, a campaign by Paramount pictures in 2006 failed miserably when the audience’s reaction went wrong!

Thus, understanding the various types available and their distinct characteristics is necessary to effectively leverage the power of guerilla marketing. 

The table below outlines four key types of guerilla marketing strategies. We evaluated them based on their risks, cost-effectiveness, humor integration, and surprise factor:

  • Risks: Assessed from low to high, considering potential legal issues, public backlash, and the challenges involved in execution
  • Cost-effectiveness: Rated as high, medium, or low, based on the typical costs required for each marketing approach
  • Humor: Rated from low to high, depending on how well humor can be incorporated into the strategy 
  • Surprise: Assessed from low to high, reflecting the degree of unexpectedness and attention-grabbing potential of the tactic
Type of guerrilla marketingRisksCost-effectivenessHumorSurprise
Indoor marketingLowMediumMediumMedium
Outdoor marketingMediumMedium to highLowHigh
Ambush marketingHighMediumLowHigh
Experiential marketingMediumLow to mediumHighHigh

Now, let’s discuss each type of guerilla marketing in detail to understand their unique characteristics and applications:

Outdoor marketing

This type of guerilla advertising utilizes public spaces to create eye-catching and abstract campaigns. 

It usually involves large-scale installations, street art, or interactive displays that engage passersby. It’s common in areas with high amounts of footfall. 

Indoor marketing

For indoor guerilla marketing, interior spaces, such as theaters, malls, and museums, are used to deliver creative and targeted messages. 

It typically carries lower risks compared to outdoor marketing due to fewer environmental variables and regulatory concerns.

Ambush marketing

Here’s a tactic that involves capitalizing on high-profile events or locations to gain exposure without official sponsorship or permission from event organizers. 

The element of surprise makes it a powerful tool for capturing your audience’s attention and creating a lasting impression.

Experiential marketing

This type of guerilla marketing can occur in any public space, whether it’s indoors, outdoors, or at an event. 

It creates immersive experiences that directly engage consumers, allowing them to interact with your brand in impactful ways. 

Pros and cons of guerrilla marketing

Guerilla marketing can be a dynamic and impactful approach. However, it has both benefits and drawbacks. Understanding them can help you make informed decisions about whether guerilla marketing will work for your brand.

The table below outlines the common pros and cons associated with guerilla marketing: 

ProsCons
Cost-effective because it can deliver a big impact with a smaller budget Unpredictable outcomes since success isn’t always guaranteed
High engagement as it tends to capture attentionRisk of negative reactions if executed poorly
Viral potential that can lead to widespread social media sharingLimited control because once in the public eye, it’s hard to manage how people will react
Creative freedom encourages innovative ideas that stand outPlanning and executing the campaigns can be time-consuming
Boosts brand awareness by using unique tacticsMay not reach the target audience

Expert comment
“Guerrilla marketing campaigns that involve collecting data or interacting with individuals should be mindful of privacy laws. Brands must ensure they comply with regulations regarding data protection and privacy, such as GDPR or CCPA. Collecting personal information without proper consent can lead to legal repercussions and damage trust with the audience.”


Evaldas Mockus
VP of Growth, Omnisend

Guerrilla marketing examples

When executed well, guerilla-style marketing can help boost engagement. It can also drive higher conversions and strengthen your connection with your audience. 

Here are 10 great guerilla marketing examples you can use as inspiration for your next campaign:

IKEA: Sofas at bus stations in Australia

ikea campaign
Image via Instagram

Type: Outdoor

IKEA’s campaign in Australia transformed ordinary bus stations into inviting lounge areas by placing its sofas at these locations. This innovative setup featured IKEA’s stylish and comfortable furniture, which made waiting for a bus a relaxed and enjoyable experience. 

The campaign didn’t just showcase IKEA’s product range but also provided a real-world demonstration of its furniture’s comfort and appeal. Passersby could physically experience the sofas, enhancing their connection to the brand. 

The strategic placement ensured high visibility and engagement with a diverse audience. This ultimately created a memorable and practical brand experience. 

By combining functionality with marketing, IKEA effectively portrayed its products in an intriguing and practical way. 

See examples from another popular marketing type:
10+ effective email marketing examples for 2024 [inspiration + tips]

Dunkin’ Donuts: You look hot down there

dunkin donuts campaign
Image via Blue Line Media

Type: Outdoor

Dunkin’ Donuts took to the skies with a bold guerrilla marketing campaign featuring an aerial banner. The brand strategically flew this attention-grabbing message over busy urban areas and events. The message had high visibility and a touch of humor, which resonated with audiences.

The ad cleverly capitalized on its summer timing, using the heat as a playful reference to Dunkin Donuts’ iced coffee and donuts. 

Banner’s visual impact against the sky created a memorable and shareable moment. This greatly amplified its reach through social media and word-of-mouth.

Our key takeaway from this guerilla marketing example is the effectiveness of combining humor with strategic placement to capture attention. 

McDonald’s pedestrian crossing

Type: Outdoor

McDonald’s turned a regular pedestrian crossing into an eye-catching, brand-focused ad by painting the yellow stripes to resemble its iconic fries.

This creative use of a functional element like a crosswalk transformed a mundane, everyday moment into a brand experience. The visually engaging design reinforced the association between McDonald’s and fun, easily recognizable imagery. 

Our takeaway from this example is how McDonald’s has successfully integrated its branding into public spaces without disrupting the environment. This guerilla marketing strategy effectively increased brand visibility and cemented McDonald’s in the customers’ minds through a simple yet memorable design. 

Kit Kat: “Have an uplifting break”

kit kat's campaign
Image via YouTube

Type: Outdoor

Kit Kat’s campaign cleverly turned an ordinary bench into a playful representation of its iconic chocolate bar. It designed the seat to resemble a Kit Kat, tying the brand’s famous slogan “Have a break, have a Kit Kat” directly to taking a moment to rest. 

By integrating the seat into public spaces, this campaign encouraged people to pause and interact with the brand in a fun, casual way. The strength of this example lies in its ability to make Kit Kat a part of people’s daily routines. 

This imaginative approach strengthened brand recall. By using a lighthearted and unforgettable aesthetic, the brand made taking a break synonymous with indulging in a Kit Kat bar.

KFC Crocs: KFC’s collaboration with Crocs

kfc crocs campaign
Image via Crocs

Type: Indoor

KFC teamed up with Crocs to produce a limited-edition line of Crocs by featuring a bold, questionable design with a realistic KFC pattern and red-striped bucket. These Crocs included quirky drumstick-shaped charms that could be attached to the top.

The marketing campaign caught widespread attention when a beauty influencer debuted the heeled version at New York Fashion Week (NYFW). This strategic launch resulted in the Crocs selling out within an hour. 

KFC donated $3 from each sale to its foundation’s educational grant program. This gesture added a charitable aspect to the promotion.

Our key takeaway from this example is how aligning with major events and influencers can maximize exposure. Also, linking the campaign to a good cause can make it even more appealing to customers.

JUST Egg: Do more than eggs

just egg campaign
Image via JUST Egg

Type: Outdoor, Experiential

In this guerilla marketing campaign, JUST Egg featured a branded food truck. This truck traveled through various cities, giving free samples of the brand’s plant-based egg alternative. 

The brand’s vibrant design and original messaging aimed to inspire people to rethink their breakfast choices.

This mobile tour allowed JUST Egg to engage with consumers directly, creating personal interactions in busy urban areas. The truck’s distinctive presence sparked curiosity and encouraged people to try the product. This helped build brand recognition through an interactive experience.

What makes this guerilla marketing example stand out is how JUST Egg successfully combined product sampling with education, reinforcing its message about sustainability.

The tour ended up hugely increasing awareness and generating positive word-of-mouth. As a result, JUST Egg became recognized as a leader in the plant-based environment. 

Fiji Water: Fiji girl at the Golden Globes

Type: Experiential

One of the most memorable guerrilla marketing stunts occurred at the Golden Globes when Fiji Water made an unforgettable appearance.

Model Kelleth Cuthbert, dubbed FijiGirl, stole the spotlight by standing in the background with a tray of Fiji Water bottles. This clever positioning led to social media talk, countless memes, and free publicity for the brand.

What sets this campaign apart is its impact of creative positioning. By strategically placing a brand representative in a high-profile setting, Fiji Water effectively became a viral hit. 

The brand also enhanced its visibility, proving that the right placement can greatly amplify a marketing effort. 

Gold Toe: Dressing statues in the New York City

gold toe campaign
Image via Alt Terrain

Type: Outdoor

Here, Gold Toe unveiled its new underwear line with a striking guerilla marketing campaign. This campaign occurred during the NYFW. It involved adorning the Wall Street Bull with Gold Toe underwear, transforming it into a comical display.

By aligning the marketing campaign with the high-profile nature of NYFW, Gold Toe effectively blended product promotion with a prominent fashion event. 

Leveraging New York City’s famous statue as the centerpiece, the campaign drew significant attention from both media platforms and social media audiences.

Such a campaign offers a prime example of how guerilla marketing can generate widespread visibility and engagement through a unique fusion of fashion and public art. The innovative approach highlighted Gold Toe’s new product line and positioned it as a bold and radical player in the fashion industry.

Warm Wishes from Dry Bar

dry bar campaign
Image via Pinterest

Type: Experiential

Dry Bar’s campaign made a striking impact by placing a giant replica of its Buttercup blow dryer on the streets of NY City. 

The brand designed this campaign to look just like its signature product. This oversized sculpture attracted attention with its presence and provided a practical benefit by blowing warm air to help chilly pedestrians warm up.

The interactive nature of this installation created memorable experiences for passersby, combining functionality with brand promotion. 

This experiential campaign effectively highlighted Dry Bar’s commitment to customer comfort. Additionally, it generated positive buzz by offering a unique and engaging way to interact with the brand. 

The greatest takeaway is how merging practical benefits with creative design can improve brand visibility and more meaningfully engage consumers. 

JetBlue: The ultimate ice breaker

jet blue campaign
Image from Pinterest

Type: Experiential

During winter, JetBlue’s campaign made the headlines by placing a six-foot by six-foot ice block filled with summer accessories in New York City. To claim the prizes inside, New Yorkers had to chip away at the ice with whatever tools they had on hand. This created an engaging and interactive experience.

The campaign combined this physical activation with a strong social media strategy. The ice-breaking activity generated substantial online buzz, driving excitement and awareness for JetBlue’s new direct flights to a sunny destination.

The major takeaway from this guerilla marketing campaign is the power of combining gamified experiences with dynamic social media elements. 

By giving away prizes and entertaining the general public, JetBlue impressively boosted its brand visibility and connected with its audience in a memorable way.

Best practices for guerrilla marketing campaigns

To make your campaigns truly effective, here are some of the best guerilla marketing practices to consider: 

  • Research your target audience: Tailor your campaigns to audience preferences, behaviors, and demographics. This will increase the likelihood of interaction and maximize your campaign’s impact.
  • Embrace creativity and innovation: Stand out with innovative and imaginative ideas. Such ideas capture attention and encourage word-of-mouth promotion.
  • Consider timing and context: Align your guerilla marketing efforts with current events or trends. Well-timed campaigns enhance relevance and increase the chances of it going viral.
  • Integrate with digital marketing strategies: Use social media, email marketing, and online ads. You’ll amplify your reach and engagement.

Summary

Guerrilla marketing is an incredibly versatile and powerful strategy. It leverages unconventional tactics to achieve remarkable results. The above examples show how innovation and originality can captivate your audience.

Guerrilla marketing excels at creating memorable moments that drive engagement and buzz, whether through impactful visual stunts or viral social media efforts.

Promoting these guerilla marketing techniques through effective email marketing can extend their impact as you look to implement them. 

With Omnisend, you can streamline and optimize your email campaigns to maximize reach and engagement. Email marketing enhances your guerrilla marketing tactics, builds anticipation, and drives further buzz around your brand.

Try Omnisend today and discover how email marketing can improve your guerilla marketing efforts
Karolina Petraškienė
Article by

Karolina is a content project manager and team lead at Omnisend, where she blends creative strategy with a keen focus on competitive intelligence. Outside of work, Karolina finds balance through her love of gardening, exploring new hiking trails, biking, and raising a bunch of boys.