After Turner Broadcasting’s “guerilla marketing” debacle in Boston, MA yesterday I have to wonder if that type of marketing will now become taboo. There are lots of companies out there that offer nothing but guerilla marketing and I just find myself wondering the consequences of yesterday’s failed guerilla marketing campaign. I know some in the the marketing sector will consider yesterday’s stunt a success—look at all the publicity the ‘Aqua Teens Hunger Force’ show received. However, in the minds of most American’s ‘Aqua Teen Hunger Force’ is now synonymous with terrorism and “bomb scares.” Just look at the headline from the article I link to above: “‘Aqua Teen’ character cause terrorism scare Suspicious packages planted in backfired TV marketing ploy in Boston; may have been planted in Chicago, too.” Notice the word “terrorism?” Not something you want your brand associated with these days. Then there’s this—many American’s have now heard the term “guerilla marketing” for the first time and it was associated with terrorism and “bomb scares.” Not a good way to promote your industry to the masses. One last obvious point to make—don’t market something that could be considered a bomb in a city where the most prolific and horrific terrorist plot to hit American soil originated from. Duh!
Another thing to consider is this from CNN: Peter Berdovsky, 27, a freelance video artist from Arlington, Massachusetts, and Sean Stevens, 28, were facing charges of placing a hoax device in a way that results in panic, as well as one count of disorderly conduct, said Massachusetts Attorney General Martha Coakley. The hoax charge is a felony, she said. Both men were arrested Wednesday evening. I can tell you right now, both these men signed waivers saying if any criminal charges come from what they are doing, the company who hired them are not responsible. So you’ve got two guys who wanted to make some easy money now facing felony charges.
So where does that leave the future of guerilla marketing? It will be interesting to see the repercussions, if any, that come from this. The debate has been raging for some time now about advertising and whether it’s going too far. I believe after the events that unfolded yesterday, many would say it has, especially when you have hundreds of police officers chasing down your marketing effort instead of doing what they should—eating donuts.
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9 People Have Bloviated
Lorissa | Feb 1
I’ve been thinking about this today and wondering the same things. I must admit, I’ve always cringed just a tad when hearing the term “guerilla marketing” and perhaps that is from years of hearing “guerilla” and immediately being reminded of bomb scares at school, terrorist “drills” etc (ahh, to have lived in South Africa during State of Emergency). I do wonder how far advertising will go. Already I am highly annoyed at some “tactics” used: bluetooth advertising; advertising new/upcoming TV shows while I am in the middle of watching something; those seriously annoying Flash ads that take up the entire window and you are forced to click it away – if you can even find the “close” button. I could go on and on.
I am all for clever advertising, and actually there is a lot about, but that can all too often trip over into the idiotic zone. Case in point.
Pop Stalin | Feb 1
I have to agree the term chosen to represent this form of advertising was not well thought out on many levels. I also am a fan of clever advertising but I am not a fan of advertising that is done in a way where people don’t think about the impact it will have overall.
Apparently rumors about the advertising industry today is that someone in charge of this campaign actually called in the “tip” because their campaign wasn’t garnering enough attention. In my opinion, if that is indeed true, is going too far.
Xavier | Feb 3
So “guerilla marketing” is a bad term because it invokes the imagery that only the Boston government and the old-guard media invoked in their hysteria? I hope you guys didn’t swallow the kool-aid on this one…sounds like you may have.
Knowing the volunteers who put the throwies up in the first place personally, and the scapegoats through association, I can posit that they did this for more the love of art, and the love of doing, than the cash money that the bitter, heartless ad “industry” sorts expect (not that successful artists aren’t captialists, mind you).
Will they ride a wave of publicity over this? I certainly hope so. Will they be punished in any way? Nope, unless the politicians involved are planning on retirement at the next election. The number of Americans who wish to continue living in fear of misfortune, blinking lights, and cardboard boxes, like cowards, is lower than it is has ever been since 2001.
Check public sentiment on the ‘net, see for yourselves…
Pop Stalin | Feb 5
Very good points Xavier however, I’m not referring to the above-average Internet user who may be more inclined to think the way you’re describing. The Internet is a big world but it doesn’t reach into the planning rooms of every company who may be looking for marketing.
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