guerrilla marketing

American  

[guh-ril-uh mahr-ki-ting] / gəˈrɪl ə ˈmɑr kɪ tɪŋ /

Sometimes guerrilla advertising

noun

1. a low-cost, nontraditional advertising strategy that uses imaginative presentation, as graffiti or public art installations, and interactive experiences, as stunts or treasure hunts.

   Successful guerrilla marketing is spread virally from person to person, online or by word of mouth.

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Etymology

Origin of guerrilla marketing

Coined by Jay Conrad Levinson, U.S. business writer (1933-2013), the title of his 1984 book

Example Sentences

Dayish said he and his siblings felt compelled to do something to make life brighter on the Navajo Nation, especially after the way the community responded to their guerrilla marketing campaign for “Parole.”

From Washington Times • Dec. 2, 2020

Derreck Johnson: Is this some sort of guerrilla marketing tactic for an upcoming Zoom call?

From Slate • Apr. 21, 2020

There is no guarantee that A24’s guerrilla marketing strategies will support more mainstream movies, as the studio aims to start adding to its slate.

From New York Times • Mar. 3, 2018

Called Spectacles, they are sold via a guerrilla marketing campaign, with the bright yellow vending machine popping up in cities from Houston to Paris and occasionally drawing crowds.

From Seattle Times • Feb. 8, 2017

With money too tight to pay for any advertising, the partners came up with a guerrilla marketing idea.

From BBC • Apr. 3, 2016