Guerilla Marketing Gone Wrong
Last week a guerilla marketing stunt went horribly wrong in New Zealand when an actor hired to promote the new Tom Clancy game Splinter Cell: Conviction hit the streets of Auckland dressed as a secret agent, covered in bloody bandages, and armed with a fake gun. The game’s plot revolves around a renegade government agent racing to stop a terrorist plot. Ubisoft, the game’s developers, believed that the marketing stunt would help increase exposure and create a memorable experience for those involved. They ultimately achieved their desired outcome; naturally, someone called the police when they saw a bloody guy roaming the busy city streets brandishing a gun and the man was apprehended in a tense situation that could have likely resulted in a shootout. The police officers were unaware that the gun was fake until they took it from the man. The outcome of the stunt received international attention and the experience was one that those involved will not soon forget. Monaco Corporation, Ubisoft’s marketing partner for the campaign claims that the stunt was by no means an attempt to get the cops involved and get national exposure but why did they think was going to happen giving a gun to the actor in bloody bandages running through highly populated metropolitan areas?
This is a prime example of guerilla marketing gone wrong and, although they still achieved the desired results, the consequences could have been much worse. Guerilla marketing or “experiential marketing” has been increasingly effective in reaching target markets and fostering solid brand relationships through brand building experiences. These experiences can range from a simple giveaway or demonstration to a full-scale event to develop an emotional connection between the brand and consumer. As more companies try these guerilla marketing tactics it will be interesting to see how their campaigns push the envelope and venture into new, possibly risky territories. Although one of the main objectives of these campaigns is to break away from social norms but can they find a unique, non-traditional way to get public attention without getting police involved?
