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NEWS   12.09.08 10:00 AM PRINT | SEND TO A FRIEND |
For Guerrilla Marketers, Engaging an Audience Gets Tougher
Countless factors work against guerrilla marketers looking to grab the attention of consumers today. The busy advertising landscape, preoccupation with personal media devices, and an overwhelming frustration with the sour state of the economy mean that marketers must respond with smarter, more winning concepts.

Last week Brandweek outlined some of the challenges and offered a look at successful international campaigns that overcame them in 2008. The defining quality of these success stories: "Guerrilla marketing has to be more than disruptive,”  said Renegade Marketing C.E.O. Drew Neisser. “It has to be appealing enough that someone in a walking cocoon actually wants to stop and engage."

Among the selections for top-engagers were a subway station in Toronto that turned bench seating into a ski lift in the Alberta Rockies with the help of a wintry backdrop and carefully placed skis, a floating coffee bar and underwater billboard in the middle of an aquatic triathlete course in Hawaii, and an ongoing promotion to reignite interest in the Where’s Waldo? brand by sending a striped Waldo doppelganger to busy events like Mercedes-Benz Fashion Week and the New York City ING Marathon.

  —Michael O'Connell
RELATED TOPICS Guerrilla Marketing

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Terminal 5
Terminal 5 is an award-winning, extravagant, multilevel event site in New York with 40-foot ceilings, unobstructed sight lines, state-of-the-art sound and lighting, high-speed Wi-Fi Internet access, a convenient Midtown location, incredible acoustics, and versatile event environments—including the large column-free main floor, a second- and third-floor wraparound mezzanine, elevated lounges, greenrooms, and an outdoor rooftop lounge. There are a large coat check, a kitchen prep area, easy ground-floor load-in and load-out, nearby parking, and ample bathrooms. More >>

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Autograph Store Charity Fundraising
Autograph Store Charity Fundraising is a charity fund-raising company serving at the pleasure of more than 1,200 charities and nonprofits worldwide to help them raise money via charity auctions. Autograph Store Charity Fundraising's mission is focused on helping charities and nonprofits exceed their fund-raising goals at their charity auctions, galas, dinners, and benefits with zero risk to the organization through a myriad of authentic, hand-signed entertainment and music collectibles. More >>

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Strategic Security Corp.
Strategic Security Corp. is a nationwide risk management firm comprised of former law enforcement officers, that specializes in event security programs designed at mitigating risk. Their services include armed and unarmed guards, executive/V.I.P protection, fireguards, bomb dogs, magnetometers/hand wanding, emergency medical technicians, designing secure credentials, event communications, crowd and traffic management, and event production services that include event management and permitting. More >>

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