5 guerrilla marketing examples to inspire your brand

Guerrilla marketing is a PR tactic that plays on the element of surprise. In the warfare context, guerrilla connotes ambush, sabotage, raids, but how does that, quite aggressive term, translate into marketing?

Generally, guerrilla marketing techniques involve unconventional, out-the-box campaigns that are original and experiential. Usually low-cost but high-impact, these immersive experiences are a great way to market to current customers as well as potential future customers.


Event Ambush

Using an event or occasion with high footfall and ‘hijack’ the moment. Like a football game to advertise to the stadium audience – usually without event permission – in an out-there way.  


Using the urban landscape and adding to it, whether that be street art or changing up a statue for example.


Similar to outdoor guerrilla marketing, only it takes place indoors, such as a train station or university campus.


A mixture of all the above but done in a way that the audience can get involved and interact with the ad.

Below are five examples of successful guerrilla marketing campaigns that should inspire fresh ideas to advertise your own brand or business.


Red Bull

Back in 2012, Red Bull sent Austrian extreme athlete Felix Baumgartner 128,100 feet into the stratosphere to set the world record for the highest skydiving jump. The Red Bull Stratos stunt attracted over 8 million (confirmed) views on YouTube, with the video currently having over 44m views.

This guerrilla marketing campaign got people talking, and Red Bull’s deep connection with the sporting world meant this was a great fit for their brand.



A great example of outdoor guerrilla marketing, KitKat ingeniously used outdoor space to create a public advert in the Philippines, without using a traditional billboard or poster.

Guaranteed to get more public engagement given humans are becoming increasingly trained to notice, recognise and ignore an advert, this particular campaign gained over 262 million impressions and achieved a 21% volume growth in sales.


Newcastle Brown

With a media budget for the whole year equal to about a 15 second Superbrowl ad (you’re looking at a cool $2 million), Newcastle Brown decided to make an ad… or rather, make one about not making one. In a type of ambush marketing, Newcastle Brown released a profanity-laden 2 minute ad with Anna Kendrick on how she had been asked to do a Superbowl ad but the brand had backed out.

Adweek’s number one ad for 2014, the brand managed to be the biggest Superbowl advert without ever appearing on the Superbowl and achieved nearly 4 million YouTube views across the video series.


A type of indoor guerrilla marketing, Frontline took advantage of a large public square and the knowledge that a good number of people would look down on the square from upper levels to see what looked like a dog covered in fleas.

In fact, the dog was just a photo and the fleas were actually humans walking down below. A great way to play on a public space and create a brand buzz online and offline.


Back in 2011, an Essex IKEA hosted a sleepover in response to a Facebook group with over 100,000 members called ‘I wanna have a sleepover in IKEA’.


Sleepover guerrilla marketing campaign

100 winners were selected and given manicures and massages, as well as having a bedtime story read to them by a reality TV star. There was also a sleep expert on-hand to give people advice and potentially help them choose a new mattress. A great example of experiential guerrilla marketing.

If you’re interested in running a guerrilla campaign and need help with anything from thinking of ideas to executing the master plan then get in touch and we can give you a quick consultation.



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