Even big brands can go guerrilla

08/4/2006 | Bloomberg Businessweek

In their book "Guerrilla Advertising," authors Gavin Lucas and Michael Dorrian document a host of cases in which major marketers like Volkswagen, Microsoft and McDonald's used street theater, public art and attention-grabbing stunts to build buzz around a product or service. While such techniques were formerly the province of low-budget marketers who couldn't afford to pay for media, increasingly, guerrilla advertising is a way for marketers to cut through the clutter of a media-saturated world.

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