Guerilla Marketing

I have always been fascinated with the concept of guerilla style marketing, which incorperates the media into every day life. Many people do not like this style because of its deceptive connotation, but I find that it can be extremely effective and inspiring when used creatively. There is something about the concept of falling in love with a campaign before you even know the product that I find captivating. Guerilla marketing avoids the barriers that many people uphold against advertisements, which I like because many people find associate advertising with TV commercials and think it is some evil industry. However, in reality, everyone participates in advertising every day just by being influenced. Influence to do something, buy something, go somewhere; these are choices that we make every day with the help of advertising. It just may not be direct.



This video is one of the best uses of guerrila advertising that I have seen recently, and I especially liked it because of my interest in the music industry. An electronic music group called Waxdolls needed to promote their new single, Brain Pop. So, the group sent two people into a club (where most people hear their new favorite songs) to start a "dance-off." They managed to use two things that America loves, music and confrontation, to gather a crowd around the two individuals. Everyone was watching, and once they became the center of attention, they played the single for a dance battle performance. I doubt that anyone walked away from the club without wondering what song had been playing during that memorable moment. Advertising is taking over the music industry, pushing record companies to the back burner. Every musician is essentially advertising themself, and this is a perfectly innovative example of the future of the industry.