Big Ideas from a Small World

Adding Value to Guerrilla Marketing – Oasis

Posted in Make Friends, Method to the Madness by Ryan Thomas on March 20, 2009

This is how you do guerrilla. No seriously.

I have always believed that that there are two keys to great guerrilla marketing campaigns:

1) Surprise

2) Reward

Everyone knows that guerrilla has a wonderful ability to surprise, but where a lot of people fall flat is thinking that their selling message or tag line is enough of a reward.

Warner Brothers has done it right for the release of the new Oasis album – Dig Out Your Soul. In conjunction with BBH, Oasis taught their new catalog of songs to street performers in NYC and deployed these artists to give a first look at the new album to commuters.

Via: Adweek

The campaign was produced through a partnership between Warner Bros. Records and BBH client NYC & Company, the city’s tourism marketing arm. The organization’s web site offered fans a page where they could Google Maps and Earth to find live performances. A video documentary directed by The Malloys about the event was distributed through MySpace, and fans were encouraged to upload their own videos of the performances to a dedicated YouTube channel.

“It’s become very clear that new thinking in new media has replaced traditional ‘advertising’ executions,” said Mark Waites, creative director, founding partner of Mother in London and chairman of this year’s jury. “Clients and their agencies are becoming adept at embracing unusual approaches, concepts and [media] to transport their creative vision into work that makes viewers take notice and respond.”

The strategy is there, the location is right, and after the surprise there is value.

And if most of the words in that last sentence bore you – the work also won Grandy ANDY and a dump truck of cash ($50,000).


Tagged with: , , ,

One Response

Subscribe to comments with RSS.

  1. […] though, today I thought BBH was a typo when they won an award for their work with WB and Oasis. Until then I did not know the agency […]

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: