Is Guerrilla Social Media A Good Strategy?, from Magnum DealerFocus.
It seems as if every big event nowadays is live tweeted by brands seeking to gain free marketing on the back of these popular events. This last Super Bowl saw brands literally setting up war rooms filled with social media professionals, graphic designers and even lawyers, simply to post content in reaction to real-time events. For most events targeted by brands in this fashion, guerrilla-style social media marketing is more than likely less expensive than a 30-second TV commercial. And, if the team is creative enough, it could have more reach.
Oreo has won wide-spread infamy for starting this trend with its creative response to the Super Bowl blackout that occurred 2 years ago. It featured a cameo by Audi crashing the Mercedes-Benz Superdome’s big day.
Many brands are now trying to one-up the other and gain exposure by spending money on live social media activities, rather than ponying up for traditional advertising (thus the term “guerrilla” social media).