Guerrilla marketing isn’t just for small budget challenger brands, as evidenced by two high profile tactics from the past week. First, Kanye West debuted songs from his forthcoming album via building projections on 66 different buildings on 10 global markets. Check out the Brooklyn one here and below. Then we caught a glimpse of actor James Franco and friends painting a mural (image on the left) on a wall in Brooklyn to promote his new film, This Is The End.
These are not exactly small businesses, scratching together pennies to perform promotional stunts. Forbes has Kanye as #45 on its 2012 Celebrity 100 list, with estimated earnings of $35 million. And This Is The End is backed by Sony Pictures, a company that generated over $22 billion in 4th quarter 2012 reports. Instead of the need to be creative with marketing dollars, these brands saw the value in disrupting expectations and surprising potential customers.