Guerilla marketing in Football

Today I am going to write about a strategy that was used in last year’s world cup in South Africa called guerrilla marketing. Guerrilla marketing  is an advertising strategy in which low-cost unconventional are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerilla warfare which utilizes atypical tactics to achieve a goal in a competitive environment like the world cup. Typically campaigns are unexpected and are targeted in unexpected places. Guerrilla marketing focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Marketingonline.com

The concept of guerrilla marketing was invented for promotions that relies on time, energy and imagination rather than a big marketing budget. The goal of guerrilla marketing is to generate buzz. During the European Champions in Holland and Belgium in 2000, Nike places a 100 meters sticker of Dutch football player Edgar Davids on a building in Rotterdam. This was never seen in Holland. The buzz and free publicity that was caused by it was far more effective than the expensive commercials that Nike made at the time. Now 12 years later people in marketing world still talk about the big Nike sticker.

Guerrilla marketing involves unusual approaches such as the 100 meter sticker to get maximum results from minimal resources. Guerrilla marketing also intercept encounters in public places, street giveaways of products and PR stunts. Take a look at the video about Guerrilla marketing during the last year’s world cup. You can see events that where held with tourist and football fans who came to support their country. I am sure you will like the video.