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Best guerilla marketing collaborations

April 12, 2022

Guerilla marketing is described as a cost effective and unconventional marketing technique whose prime aim is to be memorable and create impact. It involves making use of high-visibility public spaces to expose people to a brand in creative ways. Some of the most incredible guerilla marketing campaigns have happened as a result of a collaboration between two brands that share the same goals and vision. 

Before we get into our list of top guerilla marketing brand collaborations, let’s have a look at the types of guerilla marketing that exist. 

Types of guerrilla marketing 

The four main types of guerilla marketing include indoor, outdoor, experiential and event ambush. 

Indoor guerilla marketing

This type of marketing uses indoor spaces to capture the attention of people and promote a product or service. Closed spaces like universities, shopping malls, train stations, and airports are a few examples of places where indoor guerilla marketing can take place.

Outdoor guerilla marketing

This type of marketing includes placing unusual and eye-catching objects in areas with a significant amount of foot traffic. Think ‘something that will make them stop and stare!’

Experiential guerilla marketing

This is a form of marketing that aims to provide an interactive experience for customers. It can happen in a variety of settings.

Event ambush guerilla marketing

It’s exactly what it sounds like. Event ambush guerilla marketing involves gatecrashing an existing event to promote a product or service. The result is capturing the attention of people attending the event, creating conversation about the brand after the event and being memorable. 

Examples of guerilla marketing partnerships 

Now that we’ve gone over the various types of guerrilla marketing, let’s take a deep dive into the best examples out there.

Coca Cola, Manhattan and a graffiti artist

A Manhattan murial of Coca Cola written 'Paint the town RED'

Manhattan East Village, Taken by Gregoire Alessandrini.

Our first example is a blast from the past. It’s a street art mural from the 90s which was a collaboration between Coca Cola, the city of Manhattan and a number of graffiti artists. This street art drew attention to Coca Cola as a brand and encouraged people to buy it, it beautified an urban space, and also brought attention to the graffiti artist who was commissioned to create it.  

Discovery Channel and Austar for Shark Week

A shark week surf board with a cut out that emulates a shark bite

Photo cred: Shark Week

For Shark Week’s upcoming 10th year anniversary, the Discovery Channel teamed up with Austar to promote the TV program in one of the most creative guerilla campaigns ever seen. We think the shark bite shaped cutouts on these surf boards are very convincing and definitely persuaded beach-goers to tune into Shark Week. 

Red Bull, GoPro and Felix Baumgartner Stratos Skydive 

A man in a Red Bull suit jumps from a space capsule into the stratosphere

Photo cred: Red Bull

On 14 October 2021, Austrian skydiver Felix Baumgartner was flown approximately 39 kilometers into the stratosphere over New Mexico. He then free-fell in a helium balloon and a Red Bull pressure suit, after which he parachuted to earth. This incredible feat was captured on seven of GoPro’s HERO2 cameras. 

The price for the campaign was a whopping $30 million, but with millions of views from social media virality and free press, including $500 million in sales, one can absolutely say the investment was worth it for all the brands involved!

Hyundai and NFL

An American footballer in blue gear runs next to a red Hyundai

In 2016, Hyundai embarked on a 4-year sponsorship of the NFL. Some of the most noticeable guerilla marketing that they did includes experiential activities like allowing the public to interact with local NFL legend for meet and greets, autograph sessions, green screen photos, giveaways, interactive vehicle displays, and a concert.

Breaking Bad and Denny’s

Breaking Bad lead Walter White speaks to a waitress at Denny's

Photo cred: Walter White | AMC

With up to 10 million viewers, Breaking Bad is one of the world’s most watched series. This is why it comes as no surprise that a few brands, including the well-known diner Denny’s, are strategically placed throughout the series in what is known as stealth marketing. 

This product placement is seen when Walter White visits Denny’s for a solo birthday breakfast. 

Refinery29’s 29Rooms featuring various artists and brands

A man takes a picture of 2 women standing next to a colorful background

Annually, Refinery29 hosts an experiential marketing event which allows attendees to immerse themselves in 29 different spaces that have been carefully curated by other brands, non-profits, celebrities and artists.

The purpose of 29Rooms is to foster community and culture in a creative and memorable way — beyond just a shareable Instagram moment. 

Those are just a few examples of guerilla marketing partnerships. Let’s delve into other great examples of guerilla marketing that aren’t necessary collaborations, but show just how effective this form of marketing can be. 

Examples of guerilla marketing

GoldToe’s Giant Takeover 

The Wall Street bull with white GoldToe briefs on

After releasing a new line of underwear, GoldToe wanted to advertise it and encourage people to purchase their underwear line. What better way to do it than to attract attention by putting underwear on the famous Wall Street Bull? 

It may have taken a lot of material to make, but the guerilla campaign was simple and ultimately, it was a success because it captured the attention of many which led to them taking pictures of the bull and moving the conversation online. 

McDonald’s Crosswalk

A McDonald's themed crosswalk

Known as the “MacFries Pedestrian Crossing’’ Campaign, this McDonald’s crosswalk is a clever and creative use of one of their most popular fast food items. It’s a simple idea, but it’s attention grabbing and surely had this fast food giant top of mind for pedestrians, bikers, drivers and passengers. 

Kit Kat

A man sits on a KitKat themed bench that looks like it's been unwrapped halfway

3 women sit on a KitKat themed bench

Launched in the Philippines, KitKat’s guerilla marketing campaign involved creating 500 park benches that were designed to look like the wafer chocolate and were strategically placed in some of the busiest areas in the country. Some of the benches were even fitted with cool functions such as see-saws and piano keys, making this an artistic way of raising brand awareness.

Frontline’s ‘Flea’ Floor Ad

A Frontline floor ad depicting a dog scratching fleas off its body

This is such a great example of guerilla marketing that uses existing elements in its environment to send a clear message to the audience. Frontline used a huge floor ad in a busy space and contrasted that with the people walking in the space who created the illusion of fleas on the dog. This really drives the message of using their product to protect your furry friend from pests.

Dracula 

BBC's Dracula ad, which becomes increasingly visible as the sun goes down

The BBC’s Dracula ad is an excellent example of an unconventional and memorable way to advertise a product. This billboard was created to look simple during the day (with wooden stakes that had ‘blood’ dripping from them) and transform into Dracula himself by night by casting a shadow of a vampire on the billboard. This ad is proof that billboards don’t have to be typical and boring — you can make use of other materials to capture attention.

Coca-Cola’s Gripping Bus Stop Ad

Coca-Cola's velcro ad which sticks to people's clothing, emphasizing their new grip bottle

This guerilla marketing campaign is attention grabbing… Literally. Launched in France in 2009, it was created to advertise the brand’s new grip bottle which offered a better hold and was much easier to open. 

Velcro strips were placed in Coca-Cola themed bus tops which grabbed onto people’s clothing, prompting them to look at the ad about the new grip bottle when they tried to release their clothing from the velcro. 

These are just a few examples of incredible brands coming together to create eye-catching guerilla marketing campaigns. If you enjoyed this article, you’ll most likely enjoy reading about the world's most epic brand partnerships and the impact they made in their respective industries.