Case Studies and Research:
- QR Code Drone Show by Zendesk:
- Background: Zendesk elevated guerrilla marketing by orchestrating a QR code drone display, captivating audiences and driving engagement. valens-research.com
- Outcome: The innovative approach garnered significant attention, showcasing the potential of blending technology with guerrilla tactics.
- Coca-Cola's 'Happiness Machine':
- Background: Coca-Cola installed a vending machine that dispensed unexpected items like pizzas and flowers, delighting unsuspecting students.en.wikipedia.org
- Outcome: The campaign's video went viral, amassing over 7 million views and reinforcing Coca-Cola's brand image of spreading happiness.en.wikipedia.org
- IKEA's Subway Transformation:
- Background: IKEA transformed a subway car by furnishing it with their products, turning commuters' rides into cozy home-like experiences.plerdy.com
- Outcome: This unexpected makeover garnered media attention and showcased IKEA's products in a real-life setting.plerdy.com
Tactical Business Plan:
- Objective:
- Increase brand awareness and drive traffic to the company's online platforms using innovative guerrilla marketing tactics.uniqode.com
- Target Audience:
- Tech-savvy individuals aged 18-35 who are active on social media and enjoy engaging with interactive content.
- Strategy:
- Mysterious QR Code Campaign:
- Design intriguing posters with a bold message like, "I know what you did... Scan to find out."
- Ensure the QR code leads to a landing page that playfully reveals the campaign's purpose and offers an exclusive promotion or content.
- Execution Steps:
- Design & Content Creation:
- Develop minimalist posters featuring the cryptic message and QR code.
- Create a mobile-optimized landing page that aligns with the mysterious theme and provides a clear call-to-action.
- Distribution:
- Identify high-traffic urban areas frequented by the target demographic, such as college campuses, coffee shops, and public transit stations.
- Deploy street teams to discreetly place the posters in these locations during peak hours.
- Engagement:
- Monitor the landing page's analytics to track scans and user interactions.
- Encourage users to share their experience on social media by offering incentives like discounts or giveaways.
- Budget:
- Design "> Allocate funds for high-quality poster design and printing.
- Street Team: Hire temporary staff for poster distribution.the-sun.com
- Digital Infrastructure: Invest in a robust landing page and analytics tools.
- Incentives: Set aside a budget for promotional offers to encourage social sharing.qrcodechimp.com
- Measurement of Success:
- Key Performance Indicators (KPIs):
- Number of QR code scans.
- Traffic increase to the company's website or social media platforms.
- Engagement rates on social media posts related to the campaign.
- Conversion rates from the landing page to actual sales or subscriptions.
- Potential Risks & Mitigation:
- Public Perception:
- Ensure the mysterious message intrigues rather than alarms the public.
- Provide clear branding on the landing page to explain the campaign's intent.
- Technical Issues:
- Test the QR codes extensively to ensure they function correctly across various devices.
- Prepare for increased web traffic to prevent site crashes.
- Post-Campaign Activities:
- Data Analysis:
- Review the collected data to assess the campaign's effectiveness.
- Identify areas for improvement in future campaigns.
- Follow-Up Engagement:
- Reach out to participants with thank-you messages and additional offers to foster brand loyalty.
- Share behind-the-scenes content of the campaign's creation to further engage the audience.
By implementing this guerrilla marketing strategy, the company can create buzz, engage its target audience in a memorable way, and drive meaningful traffic to its digital platforms.