Editing Guerrilla marketing (section)

==Examples==
There are various organizations that have implemented guerrilla and street marketing strategies. The majority of them are small companies, but there are also big companies that have been involved in the guerrilla and street marketing environment.<ref name="ReferenceB">Bernard Cova and Marcel Saucet, Unconventional Marketing: from Guerrilla to Consumer Made," in Routledge Companion on The Future of Marketing, Routledge, September 2013</ref> Most of the examples of the strategies that both small and big enterprises have put into action include costumed persons, the distribution of tickets, and people providing samples, among others.
As stated before, one guerrilla marketing conventional method that is used by many businesses is to provide fliers. The goal is to create awareness to customers about what the enterprise is doing. One example of this took place in [[Montpelier, Vermont]], where the [[New England Culinary Institute]] (NECI) sent a group of students to a movie theatre to hand out 400 fliers. The fliers had coupons in which NECI was inviting people to go to its monthly Theme Dinners. Another company, Boston's Kung-Fu Tai Chi Club, chose the option of disseminating fliers instead of placing its advertisements in newspapers. The purpose of the fliers was to promote the company's self-defence classes for women.

Other businesses apply the technique of sending disguised people to promote things on the streets. For example, [[Match.com]] organized a street marketing activity in the “Feria del Libro” (“Book Fair”) in Madrid. It consisted of a man dressed like a prince who was walking among the crowd looking for his “real love”. He had a glass slipper and even got to try the shoe on some people. A woman behind him was giving bookmarks to the people which contained messages such as “Times have changed; the way to find love, too” or “You have been reading love stories all your life; experience yours on Match.com”. Also, in Madrid and Barcelona, Nokia developed a campaign called “Avestruz” (“Ostrich”) to promote the 5500 and 5700 mobiles. In the campaign, a group of real-size ostrich puppets tried to interact with young people in order to let them know these mobiles provide a high-quality MP3 playback. The puppets were holding their own telephones and listening to the music. When a young person appeared, the puppet tried to catch his/her attention to show him/her the quality of the mobile. The reason why Nokia decided to use ostriches was that they are big animals, so people could easily look at them.<ref name="ReferenceB"/>

There are enterprises that disseminate passes or tickets to different events. For example, Sony invests on joining promoters and tells them that they have to infiltrate in public meetings. What they have to do is to distribute free tickets to concerts and other musical events sponsored by the company. Another instance is the Spanish company Clickair (an extension of Iberia Airlines), that developed a campaign in which a group of five people had to walk through Barcelona streets dressed as Euros. The group was supplying approximately 3,000 tickets to promote different Clickair destinations. The people who first sent a text message with the required information would get free tickets to go on a trip. In the end, the company received a total of 3,390 messages.

Along with these examples, there are other street-marketing techniques that are even more unusual. Lee Jeans, a French company dedicated to the selling of jeans, promoted the opening of their new store in rue des Rosiers in Paris. The method they applied consisted of distributing denims, as well as denim accessories, on the different streets of the neighborhood. Furthermore, in Italy, the members of the company Nintendo put into action a campaign in which they used post-its to promote the Wii console. They pasted several post-its with the shapes of some characters from different video games. Those images were placed as if they were billboards on the streets. “Wii not forget”, the name of the campaign, and a brief explanation of it, were the words written on the post-its.

In some cases, some street marketing may incite the ire of local authorities; such was the case in Houston, Texas, when BMW's ad agency (Street Factory Media in Minneapolis) attached a replication, made from styrofoam, of a Mini-Cooper to the side of a downtown building.<ref>{{cite web |url=http://en.actu-cci.com/videos/293-street-marketing-by-marcel-saucet |title=Street Marketing by Marcel Saucet |access-date=2017-03-01 |url-status=dead |archive-url=https://web.archive.org/web/20140502075919/http://en.actu-cci.com/videos/293-street-marketing-by-marcel-saucet |archive-date=2014-05-02 }}</ref> For the cost of a small city-issued fine, the company received front page advertising on the Houston Chronicle.

[[Sony Ericsson]] used an undercover campaign in 2002, spearheaded by Jonathan Maron,<ref>''Undercover Marketing Uncovered''; "[[60 Minutes]]"</ref> when they hired 60 actors in ten major cities and had them accost strangers and ask them: "Would you mind taking my picture?" The actor then handed the target a brand new picture phone while talking about how cool the new device was. In this way, an everyday activity was converted into a branding event.<ref>''The Hidden (In Plain Sight) Persuaders''; Walker, Rob;  "[[The New York Times Magazine]];" December 5, 2004; pg. 68</ref>

Guerrilla marketing is not exclusive to small companies. For big companies it is a high risk, high reward strategy. When successful, it can capture additional market share, but if it fails it can damage the company's brand image. One successful guerrilla marketing campaign is the Coca-Cola ‘Happiness Machine”. In January 2010, [[Coca-Cola]], with the help of [[Definition 6]], filmed a reaction video of a Coke vending machine dispensing ‘doses’ of happiness to unsuspecting students in [[St. John's University (New York City)|St. John's University]]. A seemingly normal vending machine surprised students by dispensing items that were more than they bargained for. The students received items ranging from extra Coke, pizza, flowers, to even a twelve-foot hero sub. “Coke’s goal to inspire consumers through small, surprise moments of happiness” said Paul Iannacchino Jr., Creative Director, Definition 6. With a budget of only $60,000, the video generated 500,000 views in the first week. It now has over 7 million views to date. The campaign was so popular that a 30-second edit of the footage was featured during [[American Idol]]'s 19th season. The Coca-Cola “Happiness Machine” also went on to receive the CLIO's prestigious Gold Interactive Award at the 51st annual awards dinner held in New York City. After the campaign's success, Coca-Cola decided to continue with the ‘Happiness’ theme and has released similar videos since then.<ref>{{cite web|url = http://adage.com/article/special-report-small-agency-2010/small-agency-campaign-definition-6-s-happiness-machine/145066/|title = Small Agency of the Year, Campaign of the Year: Definition 6's 'Happiness Machine'|website = adage.com|date = 26 July 2010|access-date = 2016-03-31}}</ref>