guerilla marketing business definition

Case Study Guerilla marketing is often untried and edgy, which means it may prove unsuccessful, or even worse, backfire. Chaos resulted in early 2007 after a Boston advertising firm hired two men to distribute 40 blinking boxes on bridges and other public places in the city to promote a late-night program on Turner Broadcasting System's Cartoon Network. City officials called out the explosive unit after a suspicious commuter found one of the packages in an overhang at a subway station. The city closed highways and subways while law enforcement officials searched for additional devices. It turned out that similar boxes had been planted in other major cities, including Atlanta, Philadelphia, and San Francisco. Both TBS and the advertising agency drew harsh criticism from city officials, marketing educators, and marketing professionals.