guerilla marketing blog
Guerilla Marketing
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In SMAD 242: Introduction to Advertising and New Media, my group completed a semester-long project exploring guerrilla marketing strategies from around the world. The assignment emphasized research, APA-style writing, weekly discussion posts, and the use of credible, consistent sources to support our analysis. Throughout the process, we incorporated our professor’s feedback to strengthen our work, ultimately producing a well-researched and engaging study of unconventional advertising tactics. This project not only deepened my understanding of guerrilla marketing but also improved my collaborative research and academic writing skills.
Process
1. Initial Research:
Each team member selected a global guerrilla campaign and collected academic + industry sources.Sketches & Roughs:
2. Early outlines mapping cause/effect between tactics and brand outcomes:
Draft visual layouts for the final written reportRough infographic concepts for campaign comparisonsRevisions: After weekly critiques, we strengthened our arguments, clarified examples, and refined language for academic tone.
3. Creative & Media Rationale:
We chose guerrilla campaigns because they rely on physical space, unexpected placement, and social amplification. A powerful contrast to traditional advertising. Both selected examples leveraged earned media, public surprise, and high-traffic locations.
4. Final Creative Work
MY ARTICLES:
1. A smile goes a long way... literally
Date: April 16, 2025
Summary:
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:This article explains how Paramount used guerrilla marketing to promote the horror movie Smile. The campaign focused on a simple but eerie tactic: paying actors to stand in public spaces, especially at highly televised events, smiling creepily into cameras. These actors appeared at MLB games, NFL games, and live news broadcasts, sparking confusion, curiosity, and online buzz.
The stunt successfully went viral across social media, gaining widespread attention and turning Smile into a cultural conversation. The film grossed $217 million on a $17 million budget, proving the campaign's effectiveness.
When Smile 2 premiered in 2024, the marketing team used similar tactics but on a larger scale, such as: Actors with creepy smiles filling Times Square,Continuing appearances at sports games,Stickers of the actors’ faces placed in public spaces.
The article concludes that the Smile franchise demonstrates how creativity and surprise are essential tools in guerrilla marketing, encouraging brands to think outside traditional advertising methods.
2. McDonald's guerilla marketing; A taste of innovation
Date: April 2, 2025
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Summary:
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Alice describes one of McDonald’s most iconic guerrilla marketing moments: transforming a crosswalk in Switzerland into a giant McDonald’s French fries box in 2010. The painted stripes looked like fries sticking out of the famous red carton. This instantly caught public attention and became widely photographed and shared.
The campaign expanded globally, including a notable installation in Malaysia for McDonald’s 40th anniversary. These playful public-space takeovers proved especially effective in urban areas where foot traffic and social media help drive visibility.
The article highlights research showing that guerrilla marketing not only boosts brand awareness but also positively impacts financial performance, in some cases raising share prices similarly to celebrity endorsements.
In conclusion, Alice emphasizes that McDonald's uses guerrilla marketing to create memorable, shareable experiences—inviting consumers to literally “step into” the brand.