Guerilla Marketing + Online + Offline = Using offline to highlight online events
Creating event offline and leveraging it online: the ultimate strategy to create “buzz” and spread the word. Many examples are proven succesfful: the Free Hug campaign, Freeze, and the U2 rooftop concert. Regarding the U2 event, it’s the most impressive viral marketing I know, happening 20 years ago gathering that many people in a city and still being viewed by that many people on youtube. Nobody has been able to do so.
Today we have companies such as BzzAgent and many street marketing agencies that are doing the street part, but not spreading the word online. And we have “viral” online marketing agencies that are trying to spread the word (I do focus on the “trying” word) online but can’t actually do anything to reach real people. And nobody’s between both of the agencies to lead a consistent strategy, ensuring the message is well shaped and connected online and offline. That’s theorically mainly the role of the Chief Marketing Officer, and practically it’s the main agency (by main understand the one that has set the global strategy) that does the job. And sometimes poorly.
One day we may find out that an agency has done the following kind of “street+online viral” marketing plan. Actually the video below is for a movie that would hit the market soon, interesting to see that some agencies see the edge of their business.
Via SocialHoneyComb
