By the sea, you mostly think about people, pedicure, skin, sand, seaweed, tennis balls and of course you try to make a link between innovation, start-ups and their connection with guerilla marketing.
what? you don’t? come on, you are not even geek enough …

Keyword of this head-on-the-sand brainstorming : Guerrilla Marketing
Always very impressive.
Knitting sockets for street-lamps, waking up your co-citizens,  or printing you “tete” (head) on the floor out of the metro to sell records or ray ban glasses…. ah ! fascinating – respect for the brand / checked . prescription circle short-circuited and the brand needs a promotion to an icon.
I had kind of forgotten of this silly risky stuff going back to my mentally safe and rigid country-cocoon. Until a few days ago I stumbled over a campaign made for Media Markt from Leo Burnett that is actually a guerrilla marketing study-case. click it!
Media Markt Junkmen.
In two words the guys used an ancient  hoaxing mechanism for the real world and attempted to turn it into a sales channel. Actually  since it had a guerilla conotation the guys just tested reactions without really managing the channel. And of course they raised comments, digs and lifted eyebrows in various shapes.

Doesn’t advertising need it’s own R&D space? Second life what? Real life needed… To my attention, there are no real start-ups in the advertising space (end-to-end) so this risk had to be integrated into a big corporation’s structure like Leo Burnett. (ok maybe there are, but that’s another post)

Three comments from my side.
one : they and us have to get used to it, interactivity is here.
two : guerrilla has the same connotation as innovation, as for now (this is why geeks like that stuff)

three : next week, the time I hold my breath underwater I am going to take this further — How do you turn  guerrilla heroes and heroism into sustainable business and transform surprise to respect from the mass and their structured values ?

some of your good ideas might help me … breathe better

Georgia

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