« Staying Creative | Home | Omni Office Location Old State Capitol Plaza Springfield Illinois »
Guerilla Marketing Smart Business or Risky Business?
By Kathy at Omni | June 26, 2008
CNN reported on a guerrilla marketing campaign launched by BMW recently. This viral video was produced and paid for by BMW apparently and has received both positive and negative response to date. There is a website to view the entire “Rampenfest” video, or it can be viewed on YouTube in four separate segments. The quirky campaign revolves around a documentary made to show the launching of a new series BMW from a huge ramp in Oberpfaffelbachen, Bavaria to the United States. So the question remains, is guerilla marketing a smart business decision or just plain risky business? I tend to be cautious and protective of my business clients’ reputations and therefore feel the risks may outweigh the benefits due to the unpredictable nature of the media employed and the audience response. It would be interesting to find out from BMW in six months if they feel this guerilla marketing campaign has been successful and what exactly they achieved with it. BMW certainly is getting a great deal of publicity out of the whole thing.
For your viewing enjoyment and to keep this viral video “viral”, here is “The Ramp” Documentary:
Topics: Marketing |
June 27th, 2008 at 11:03 am
It is great guerilla marketing — lots of exposure for little investment, but like all ‘buzz tactics’ the bottom line is, well, the bottom line. Does all the pr translate into more cars sold in the US?