What is Guerrilla Marketing & Advertising? Meaning & Examples

In today's busy world, it's easy for businesses to get lost in the noise. You've got ads everywhere—on TV, your phone, even on the sides of buses! So, how can your business stand out, especially if you don't have a big budget?

The answer could be guerrilla marketing.

What is Guerrilla Marketing & Advertising? Guerrilla marketing and Guerrilla advertising is a fun, creative, and often surprising way to get people's attention. Best of all? It doesn't need to cost a fortune.

In this post, we'll break down what guerrilla marketing is and how you can use it, and we will share some real-world examples of businesses that nailed it.

This strategy works well for many brands (and if you're looking to elevate yours, check out BrandWizard.ai for AI-powered insights!)

What Is Guerrilla Marketing?

A Quick Explanation

Guerrilla marketing is all about creativity. Instead of using traditional ads like billboards or TV commercials, guerrilla marketing uses unconventional tactics to get people's attention. It's clever, it's surprising, and it can make a huge impact—sometimes without spending much money at all.

The goal is simple: get people talking about your brand in a memorable way. Whether it's through a cool street performance, a clever social media challenge, or a surprising public stunt, guerrilla marketing gets people to notice you—and remember you.

Where Did Guerrilla Marketing Come From?

Back in 1984, a marketing expert named Jay Conrad Levinson introduced the concept in his book Guerrilla Marketing. He wanted to help small businesses compete with the big players, even without substantial marketing budgets, which is a need for SMBs and SMEs with low budgets.

His idea? Use imagination and creativity to catch people off guard and make a lasting impression.

Why Should You Care About Guerrilla Marketing?

Stand Out Without Spending Big

Let's face it—traditional advertising can be expensive. TV ads, billboards, and digital ads cost a lot, and for small businesses, that might not be realistic. But here's the good news: guerrilla marketing offers a cheaper alternative. It's all about using your imagination instead of your wallet, making it a feasible option for businesses of all sizes.

People Love Something Different

Most ads are boring. They're easy to ignore. But when you do something unexpected, people notice. Guerrilla marketing grabs attention because it's different. When people see something out of the ordinary, they stop, they talk about it, and they share it with their friends.

Easy to Go Viral

In the age of social media, people love to share incredible experiences. A smart guerrilla marketing campaign can quickly spread online, gaining way more attention than you ever paid for. Think of all those videos and photos people post when they see something unique—they're doing the advertising for you! This potential for virality can be an exciting prospect for your business.

Guerrilla Marketing vs Guerrilla Advertising

While often used interchangeably, guerrilla marketing and guerrilla advertising have distinct focuses that can impact your business in different ways.

Guerrilla Marketing

Guerrilla marketing is a broader strategy that involves unconventional and creative marketing tactics designed to create a memorable experience for the audience.

It aims to generate buzz through surprising, interactive, or thought-provoking methods that go beyond traditional marketing channels.

This approach often includes street marketing, flash mobs, or viral social media campaigns, with the goal of fostering brand awareness through direct engagement with consumers.

Guerrilla Advertising

On the other hand, guerrilla advertising is a subset of guerrilla marketing, specifically focused on creating non-traditional advertisements.

These ads are often placed in unexpected locations or use creative formats that catch people off guard, making them more likely to remember the brand.

Examples of guerrilla advertising might include a clever billboard, a sticker campaign in high-traffic areas, or a pop-up installation in a public space. The goal here is to capture attention in a cost-effective way, leveraging surprise and novelty to make a lasting impression.

Both strategies aim to disrupt the norm and stand out in a crowded marketplace. However, while guerrilla marketing focuses on creating broader brand experiences, guerrilla advertising zeroes in on delivering eye-catching, memorable ads.

For small businesses looking to make a big impact on a limited budget or startups trying to grow, combining both strategies can lead to significant brand recognition and customer engagement.

Characteristics of Guerrilla Marketing

1. It's Unconventional

   Guerrilla marketing is anything but ordinary. The more surprising or fun, the better! It might be a flash mob in a shopping mall, a giant street mural, or a pop-up event in a public space. The goal is to grab attention in a way that people aren't expecting.

   
   

   Real-World Example: A few years ago, a luggage company placed giant suitcases in the middle of a busy airport. People couldn't help but stop and look. It was such an unexpected place for an ad, and it worked—social media exploded with photos of the giant bags.

   
   

2. It's Cost-Effective

   You don't need a big budget to pull off guerrilla marketing. In fact, many campaigns are super cheap compared to traditional advertising methods. Small businesses can create something memorable without spending a fortune.

   
   

   Real-World Example: A local coffee shop gave away free coffee during a busy morning rush. The catch? Customers had to share a photo of their coffee on Instagram to get it. The result? Hundreds of posts, increased foot traffic, and tons of free advertising—all for the cost of some coffee beans.

   
   

3. Focus on Engagement

   Guerrilla marketing isn't just about putting up an ad—it's about interacting with your audience. Whether it's encouraging people to take photos, participate in an event, or engage on social media, guerrilla marketing thrives on getting people involved. This aspect of engagement can make your audience feel connected to your brand.

   
   

   Real-World Example: Taco Bell once used Snapchat to create interactive content for their audience. They launched a filter that turned users' faces into tacos. It was goofy fun, and got millions of people snapping, sharing, and laughing.

How to Plan Your Own Guerrilla Marketing Campaign

Think Outside the Box

Forget what you know about traditional advertising. The best guerrilla marketing and advertising campaigns are unexpected, clever, and creative. Think about where your audience spends their time. Could you transform a familiar space? Is there a public event where you could create a buzz?

Keep It Simple

You don't need to overcomplicate things. Often, the most straightforward ideas work the best. Start small—what's something cheap and unexpected you can do to get people talking?

Pro Tip:A local restaurant taped simple posters around town that said, "Free lunch if you mention this poster." It was cheap, effective, and got people through the door, where they ended up buying drinks and dessert, too.

Engage with Your Audience

Make sure your campaign is interactive. Give people a reason to participate. Whether it's snapping photos, joining a challenge, or attending an event, guerrilla marketing works best when it encourages your audience to get involved.

Examples of Guerrilla Marketing You Can Learn From

 Spotify's "2018 Goals" Campaign

Spotify took its users’ data and turned it into a playful, shareable campaign. They used personalized insights, such as users’ listening habits, to create funny and relatable ads.

For instance, one ad read, “Be as loving as the person who put 48 Ed Sheeran songs on their ‘I Love Gingers’ playlist.” 

The campaign became viral on social media, with users sharing their own quirky listening habits, showcasing how Spotify tapped into data for a lighthearted and highly engaging digital guerrilla strategy.

Red Bull Stratos

One of the most famous guerrilla marketing campaigns was the Red Bull Stratos jump. Red Bull sponsored Felix Baumgartner as he skydived from the edge of space! The world watched in awe, and Red Bull's message—pushing the limits—was solidified in everyone's minds.

The Ice Bucket Challenge

While not created by a business, the Ice Bucket Challenge is a great example of viral guerrilla marketing. It was simple—dump a bucket of ice water over your head and nominate friends to do the same. Millions of people participated, including celebrities and business leaders, raising awareness for ALS. It showed how a fun, interactive idea can spread like wildfire.

Burger King's "Whopper Detour"

In 2018, Burger King launched a mobile campaign that let users unlock a Whopper for 1 cent—if they were near a McDonald's! People had to open the app within 600 feet of a McDonald's, then drive to Burger King to claim their prize. It was cheeky, fun, and got a lot of people talking.

Airbnb’s "Night at the Great Wall"

In another brilliant guerrilla marketing example, Airbnb offered a once-in-a-lifetime experience with its "Night at the Great Wall" campaign.

As part of its “Night At” series, Airbnb allowed a few lucky winners to stay overnight in a custom-designed room inside China’s Great Wall. This innovative campaign didn’t just sell a product—it sold a story and an unforgettable experience, capturing the imagination of travelers worldwide.

The campaign was designed to highlight Airbnb’s unique, experience-driven stays, showing that with Airbnb, you can sleep anywhere—from castles to iconic landmarks.

This not only gained widespread media coverage but also reinforced Airbnb’s brand promise of offering truly unique travel experiences.

Actionable Steps to Create Your Guerrilla Marketing Campaign

1. Identify Your Audience

   Before you start planning, think about who you're trying to reach. Is it teenagers on Instagram? Families at a local park? Busy professionals at a train station? Tailor your campaign to your audience and meet them where they are.

   
   

2. Set a Clear Objective

   What do you want your guerrilla campaign to achieve? Do you want to increase brand awareness, drive people to your website, or get them into your store? Make sure your campaign has a clear goal.

   
   

3. Choose the Right Location

   Location is everything in guerrilla marketing. You want to be where your audience is. Think about busy streets, local events, or online spaces where your audience spends their time.

   
   

   Example: If you run a fitness brand, you could set up pop-up workout stations in public parks, offering people a free 10-minute workout in exchange for sharing the experience on social media.

   
   

4. Keep It Shareable

   The goal of guerrilla marketing is to get people talking, sharing, and spreading your message. Think of ways to make your campaign something people will want to post on social media.

   
   

   Pro Tip: Add a hashtag or challenge to your campaign. This gives people an easy way to share their experience and helps you track the buzz.

   
   

5. Don't Forget the Follow-Up

   Your guerrilla campaign will create buzz, but you need to follow up to keep the momentum going. Use social media to engage with people who participated, thank them for joining, and keep the conversation alive.

   
   

Final Thoughts: Why Guerrilla Marketing Works

Guerrilla marketing is a powerful tool because it's human—it surprises, it engages, and it connects with people in ways that traditional ads just can't. It doesn't matter if you're a small business owner or a large brand, you can use guerrilla marketing to stand out in a crowded market.

The best part? You don't need a huge budget to make a big impact. With creativity, a clear objective, and a plan to engage your audience, your guerrilla marketing campaign can be the thing everyone talks about next.