What is guerilla marketing?
Guerilla marketing is a form of promotion that employs uncoventional means in order to draw attention to a product or service. It was popularized in the 2007 book Guerilla Marketing by Jay Levinson. Aims typically are to raise awareness, for example, to create memorable interaction, and perhaps also a social media buzz, beyond expectations of conventional media.
Great guerilla marketing
The Rijksmuseum in Amsterdam, Netherlands, one of the world’s most wonderful museums had an idea.
To celebrate the reopening of our museum, let’s bring the art to the people and then, hopefully, they will come to see more – at the art gallery.
They took one of Rembrandt’s most famous paintings ‘The Night Watch’ (1), brought to life the characters in it, and then placed them in a busy mall in Breda. The rest you can see for yourself!
Great marketing usually just requires a great idea!
(1) Painted by Rembrandt van Rijn in 1642 “The Night Watch” is one of the most famous paintings in the world. The painting is renowned for three things: its enormous size (12 ft × 14 ft)), the effective use of light and shadow (chiaroscuro), and the perception of motion in what would have traditionally been a static military portrait. The painting may be more accurately titled The Company of Captain Frans Banning Cocq and Lieutenant Willem van Ruytenburch preparing to march out.