I recently came across a really cool idea for a gorilla marketing campaign for TNT.
Check out the video here
I'm definitely a sucker for this kind of advertising. It's eye-catching and completely unusual, but does it work? I would say…absolutely! Sure, it's a huge risk. It takes time and complete buy-in to make ideas like this work, but the reward potential is huge. YouTube links get passed around like crazy and within a short amount of time your viewers have become an ever-growing sales force.
I Wanna Try It!
How can something like this work for you? Well, it depends on your industry and consumers, but if it fits your target demographic you can recreate a similar gorilla marketing campaign and get results.
In my humble opinion, gorilla marketing needs to be coupled with other campaign elements to see substantial ROI. It's great for awareness, but you have to be sure to incorporate a call to action. If everyone is seeing your video, but they don't know what to do about it…you're out of luck, time and business.
Moral of the story
Don't be afraid to try something new. If your marketing efforts haven't gotten you very far, re-evaluate and think outside the box. Your greatest campaign may start with something as simple as a button in the middle of Market Square.