Archive for the 'Gorilla Marketing' Category


Creating Relationships with Consumers

What does Coca-Cola mean to you? It is not just a big brand, Coca-Cola understands  how to connect with the heart of buyers. Their marketing campaigns WOW. They spend marketing dollars by giving back to customers and create a strong relationship with their audience with various unconventional marketing efforts.

Imagine a college student wants to get a coke from the vending machine but ending up getting more than she bargained for. In Coke’s most recent campaign, students get flowers, pizza, and even a huge sandwich from the vending machine. The Coke machine dispenses more than Coke product, it dispenses good will and happiness.

The viral nature of the happiness machine encourages consumers to create a true relationship with Coke. By establishing good will with consumers, especially in emerging markets, consumers will choose Coke because they like the brand – not to mention the taste.

Check out the rest of of the campaign’s viral videos here:

What do you think about Guerilla marketing? How would it help your business get more attention? Tell us what was your favorite unconventional guerilla or viral marketing campaign was and share with us on Facebook at Weise Communications, follow us on Twitter @Weise_Ideas.

Thanks to Duysal Ekinci for her help with this blog entry.


finally, a good reason to be pulled-over

Kalona, a rural town in Iowa, is making the national spotlight for a recent public relations campaign that involves pulling over unsuspecting out of state drivers.

The Chamber of Commerce and the town’s sheriff began pulling over out of state drivers last week. Once to the side of the road, the drivers are approached by the town’s sheriff and asked if they have about 20 hours to spend with us here in Kalona.

Drivers are then given a gift basket full of goodies from local Kalona businesses, a free night’s stay and a T-shirt that says, “Ask me about Kalona, Iowa.”

I think this is an interesting approach at stimulating tourism in rural America. However, it does raise a few questions regarding what happens in certain situations. For example, what happens if the driver they pull over has been drinking or has a warrant out for their arrest?

I’m not trying to be nit-picky and I’m sure the town has thought through all the details. These are just the first questions that come to mind.

But I’m from rural Minnesota, and I completely get what they are trying to do here. I’m sure Kalona is a nice family friendly place where everyone knows your name.

Cheap Cheers reference 🙂


Harry and Louise, Still Talking About Healthcare

Harry and Louise are iconic figures in the world of healthcare policy advertising. These two actors have played numerous roles in policy ads for more than a decade. Most notoriously, they helped derail the healthcare system overhaul proposed under Bill Clinton. And now they are back, but with a different message. This time Harry and Louis are pushing a message promoting the healthcare overhaul proposed by President Obama.

This situation brings up mixed emotions in me. From an advertising point of view, the fact that the two same actors, still in their same roles, continue to be advocates for or against a healthcare issue is fascinating, especially since they have a different message this time.

But will it matter? Does anyone care that these same two paid actors are still talking about healthcare reform, albeit with a different message? Will we listen to them again?

The ads, sponsored by the Pharmaceutical Research and Manufacturers of America, debuted this past weekend at the same time news reports came trickling out with dissension among politicians. It remains to be seen what will happen, but I am skeptical Harry and Louise’ message will be heard as loudly as it did in the past. With the proliferation of online media sources, I wonder if the ads will have the same effect this time around.

To be honest, I don’t like the Harry and Louise ads. I didn’t like the ones that ran against the healthcare reform measures in 1993 and 1994 either. While the message is different, in both instances the ads are clearly short on facts, substance and consequences. Of course, such is the way of political and policy advertising. And while I strongly support and believe the benefits of both advertising and public relations, I am hoping that through public relations we can get better information on the healthcare reform topic than the Harry and Louise ads are providing.

What do you think? Do Harry and Louise still wield influence?


Drowning in Guerrilla Marketing


I thought this guerrilla marketing/public awareness campaign by Ogilvy Action and MTV Switch was pretty ingenious.

In order to inexpensively raise awareness of rising sea levels, they used Amsterdam’s canals as the location to post signs – held up by very realistic-looking inflatable hands – that contain two simple sentences and MTV Switch’s Web address.

The campaign signs clearly get across the message of global warming, but they also suggest the idea that we are all going to drown in the rising seas if the problem is not solved.

It’s certainly an in-your-face campaign that surely received the attention desired. How clever!

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