2 Tales of Gorilla Marketing
"The object of advertising is to sell goods. It has no other justification worth mentioning." —Raymond Rubicam (1892—1978)
Okay, advertising can be used to build brand awareness and raise money.
Here are two quick stories about two entrepreneurs using Guerrilla Marketing and Crowdsourcing.
Brit marketing wizard Drayton Bird calls it Gorilla Marketing!
A Crowdsourcing Spoof
As of Jan. 7, advertising opportunities for the 2015 NBC Super Bowl extravaganza were 95 percent sold out.
The cost: $4.5 million for a 30-second spot.
This did not stop the loons at Newcastle Brown Ale from running a YouTube ad, starring saucy Aubrey Plaza of Parks and Recreation making the following strange offer:
Newcastle is introducing a cheeky, irreverent campaign on Monday, in which it will try to recruit 20 to 30 brands to help it break into the Super Bowl advertising melee. In exchange for a cash contribution, the other brands' logos and messages will be incorporated into a spot crafted with Newcastle by the advertising agency Droga5 that will air online and in some local NBC television markets during the game's broadcast. (Rival beer advertisers are not invited to join.)
In other words, crowdsourcing to buy a 30-second Super Bowl spot.
If this thing ran nationally, and if you are one of the 20 advertisers, your cost is $225,000.
For 30 seconds, a gazillion viewers might catch a split-second glimpse of your tiny logo, along amidst 19 others.
[See the first picture in the media player at right for what these 20 advertisers would get for their $225,000.)
An advertiser would have to be nuts to bite.
It turns out the entire concept was a hoax—a spoof campaign.
The fact is that Newcastle-owner Heineken has plenty of resources to pay for a Super Bowl spot. But Newcastle is blocked from running a national ad during the Super Bowl because Anheuser-Busch InBev holds exclusive beer advertising rights for the game.