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

It’s a brand that’s becoming synonymous in Russia—and increasingly overseas—not only with cutting-edge restaurant and delivery management but also guerrilla marketing.

From Seattle Times • Oct. 20, 2019

Evidence of a petty crime that, with some luck and quick thinking, became an unintentional display of guerrilla marketing.

From New York Times • Aug. 21, 2015

Getting the first batch of satchels made by the Leicester-based outsourcer, Mrs Deane says she read books on guerrilla marketing, and started to regularly email fashion editors and bloggers.

From BBC • Jun. 7, 2015