What's the problem UTA...Gorillas or Guerrillas?

Recently we've taken to the streets to break up the cold and monotonous winter commute many of us that live in Utah are faced with.

We thought it'd be fun to have a couple of our street team members dress up in Gorilla Costumes with MINDWISE T-shirts and ride the public light rail. Our own little "Guerrilla Marketing" stunt in our own backyard. With specific instructions not to talk to anyone, not be a distraction, mind their own business and just see what kind of buzz we'd create. If asked, the Gorillas could hand a MINDWISE media kit with more information on what we do.

We've received overwhelming responses of laughter, excitement, twitter messages and more from well wishing commuters. Of course, not surprisingly with all the good, we received a little resistance from the Utah Transit Authority. I guess a few UTA corporates got together and decided that this attention getting endeavor, was illegal (we were told our team couldn't wear masks), after taking off the masks, we were then told we couldn't wear T-shirts (that was blatant Advertising-which needed to be paid for via bus boards and go directly through them). Of course, we obliged but thought it an excellent case study to share some of our views on the topic of Guerrilla Marketing.

We've done numerous guerrilla marketing and promotional campaigns across the nation. From LA to New York and Chicago. Each city has its own flair and attitudes, but all seem to welcome and even embrace non traditional approaches to marketing. The issue, how I see it is this: In this market, Utah (government especially) may be a tad bit ignorant and even a little too cautious when it comes to stepping outside the norms of marketing. Sure, we have a top 40 media market. TV, Radio, Outdoor all thrive. But what if you desire something more? Something to engage, interact and inspire consumers beyond traditional media?

I guess thats where we come in. Warning-shameless plug: Call us. And next time you board a UTA bus or trax train, make sure you're not wearing a T-shirt that can be confused as advertising.

Who says this is Guerrilla Marketing?

I just read an article in AAAA Smartbrief (an Adweek article) with the headline of: T.J. Maxx, Marshalls team up for TV, guerilla effort

So as we specialize in Guerrilla Marketing, I naturally gave it a read. After chuckling at the classification of Guerrilla Marketing, I thought I'd offer my 2 cents.  Although I agree the platform and message are creative, labeling this as "Guerrilla Marketing" seems a little too far fetched. Let's call this what it is: Outdoor. (Out of Home even) It seems with all the buzz about Guerrilla Marketing, many brands, agencies and others want to jump in the sandbox and start playing...although they don't really know the rules.

Here's a few suggestions on what we would have done: What if they had this same group of women "intervene" with real shoppers on the streets of these large cities, with Marshalls and T.J. Maxx shopping bags...directing shoppers to stores with promotions, coupons and special offers. And how about static displays of these same women- only this time as mannequins, in public areas sporting the shopping bags and directional messaging...and what about teaming up with non-competing businesses to lease their window displays (live mannequins?) all promoting the "intervene" theme...now THAT would be Guerrilla Marketing.

read the article here.

Twitter IS marketing...if you use it correctly

I hate to admit it but I am following John Mayer on Twitter. I thought I'd share clever example on how brands can use twitter, as a genuine marketing tool.  Basically John Mayer was just twittering about how cool it'd be if one of the celebrity mags had a headline that read "John Nails Solo to Wheel" (one of his songs). OK magazine caught on and quickly obliged and posted it-which he shared with his followers. You can read the whole article (and see picture) HERE.

Great example of Guerrilla Marketing and a brand INTERACTING with a core audience. Especially one as large as John Mayer's following. I think it's over 300 thousand now. Great exposure for OK Magazine.

follow us on twitter: http://twitter.com/MINDWISEagency

Guerrilla Marketing? Not Quite.

I just read an article in the Salt Lake Tribune about Microsoft's new ad campaign. You can read the article here

I personally use a Mac and love all Apple products.  But...I also think this is a good  ad campaign. My problem with this isn't the campaign overall, its the misleading headline proclaiming this as "Guerrilla Marketing". Um....not quite. A multi million budget, traditional mediums-sniff. Smells like traditional. 

Its funny when everyone wants to play the "Guerrilla Marketing" card and are not willing to invest the time, resources or creativity needed to pull it off. Call us next time. 

Feld Entertainment partners with MINDWISE to promote Disney on Ice through guerrilla marketing

Company to execute live promotional events at key locations throughout the Wasatch Front to drive awareness and ticket sales for the March 12-15, 2009 show.

DRAPER, UTAH –Feb 2009 – MINDWISE, a Utah-based experiential and live event marketing agency announced it has been chosen to execute a Guerrilla Marketing and promotional campaign along the Wasatch Front.

As part of the campaign, Disney on Ice Brand Ambassadors will blanket the Salt Lake, Ogden and Provo metro areas engaging the public through live events showcasing the Disney on Ice brand. Ambassadors will visit key locations such as ice rinks, sporting events, shopping centers and other areas while playing the Disney Scene It © game, answering trivia and other interactive ways to win tickets and other prizes.

In-store signage, wild postings, enter to win displays and partnership marketing also will implemented as part of the promotional campaign.

About MINDWISE:
MINDWISE provides the opportunity to touch, taste, feel and experience a client’s brand- creating a more enduring impression than traditional media alone.  Through channels such as custom promotions, events, sampling, sponsorships, partnerships, and guerrilla marketing MINDWISE will engage, interact and inspire!