Xbox 360 – “Jump Rope” Ad

Xbox 360 – “Jump Rope” Ad

There are some things that all kids growing up in an urban environment share in common regardless whether it’s Brooklyn, NY or Troy, NY. Street games, and variations of them, like hide-and-go-seek, handball, freeze tag, kick-the-can, marbles, relay races, hop scotch, and jump rope.

Courtesy of AdForum’s Top 5 list, I received SF-based McCann Erickson’s “Jump Rope” ad for Xbox 360. Highly entertaining, delivering a message for anyone who knew it was time to head home when the “street lights came on.”

Guerilla Marketing is Personal and Interactive

"Guerrilla Marketing Tactics – Publicizing a New Gum Flavor for a Well Known Brand" by Tom Nardacci

(I am omitting product names and exact location in deference to the marketing firm responsible for this effective effort.)

I spent Saturday night out with friends in a decent sized New England city not too far from Boston. We ended the night at popular downtown hotspot that attracts a mix of young professionals, tourists, and some older students.

An attractive woman, dressed for a night out, came up to me and asked me if I could help her get the wrapper off her gum. I noticed it was a new flavor of a well known brand in new packaging (which seemed like a knock on Altoids whose packaging is designed to be perfect for sharing.) After I obliged, she asked if I wanted to try a piece of gum, and I took some. Later in the night, I saw a street team of young guys and girls wearing T-Shirts with logos handing out the same gum outside various downtown venues. Because I am in the marketing profession, I spotted the effort. My friends, however, were oblivious that it was marketing at work. On Sunday, everyone had packs of this gum and will probably continue to chew it this week.

Guerilla marketing is very personal. In a one-on-one setting, I interacted with the product and new packaging in a pleasant way, was able to try the product, and later saw some excitement associated with the brand (street team activity).

Here is an example of the effects of guerilla marketing on word-of-mouth activity: Several years ago, I was on a New York 1 & 9 subway platform, and a woman came up to me and asked if I was wearing a certain cologne brand. I said “no,” and she said “ok” and walked away. I let the local train go by and waited for the express, but most of the platform changed over. I heard this same woman asking another guy “Excuse me, are you wearing _____ cologne?” I have told this story dozens of time, including to full audiences. I usually tell the name brand, so the affects of her one question is still paying dividends to that company.