OfficeMax is rolling out their new logo – a giant ball of rubber bands – and part of the exercise is a “guerrilla marketing campaign” touted in AdWeek. I think perspective is being lost here. Any sort of “guerrilla” action requires stealth, a willingness to break with convention and an innate knowledge of your surroundings and your target area.
I offer some signs that you’re not so “guerrilla” after all:
- The creative director on the campaign wears an ironic Che Guevara tshirt
- You actually needed to have your ideas validated by a creative director.
- Your client uses the words “best practice” and “experiential” to describe your work.
- The money was signed off by two executives – in different cities.
- The idea was tested with focus groups. Guerrillas don’t do focus groups. They drop bags of rice from 3000 feet.
- Somehow, a custom painted sports utility vehicle was involved. If it doesn’t have more than 50,000 miles on it, you can rightly be accused of corporate hypocrisy.
- You had a discussion with a lawyer about insurance premiums.
- A lawyer was actually involved. Guerrillas don’t consult lawyers: they avoid them.
- The street materials clearly draw from a corporate identity.
- A permit was filed and the Mayor’s Office was consulted.
- Your street materials were printed in China. Not at Kinko’s, or by your ex-girlfriend who knows how to silkscreen.
- No college buddies were involved in the actual execution.
- Crosspromotion? Only if it involves another band/artist/performer/spoken word performer/knitting collective appearing at the same vanue.
- You even know what a planogram is.
[tags] guerilla marketing, word of mouth, WOM [/tags]