Why Guerrilla Marketing is Old News: 3 Reasons It’s Time to re-think convergence

Guerrilla Marketing has been in advertisers’ collective toolbox for decades and while it was groundbreaking in the ‘80s and ‘90s, today it’s about as novel as a billboard on a highway. Here’s why we should stop glorifying it and move toward fresher strategies:

1. It’s Overused

When we think about guerrilla marketing, the first thing that comes to mind are flash mobs and quirky street art installations. Take T-Mobile Advertising Solutions and their famous flash mob at Liverpool Street Station in 2009, where hundreds of dancers broke into a choreographed routine to the song "All You Need Is Love." The campaign showcased T-Mobile’s message of spontaneity and connection, creating a memorable experience for commuters and effectively capturing attention through unexpected joy in a bustling environment.

But what if the same guerrilla campaign happened today? At best, it would make audiences raise an eyebrow. As Serazio notes, “The shock of the new has become a standard expectation” (Serazio, 2013, p. 21). Every big brand has done something like this and If everyone is doing it, it’s no longer guerrilla—it's mainstream. The saturation of these techniques in the advertising landscape makes it clear that marketers need to evolve beyond them to capture today’s discerning consumers.

2. It’s Overwhelming

Coming from the previous point, saturation of media channels is a real problem we must consider when using convergence in our strategies. In the early days of convergence, brands could successfully integrate their messaging across a few key channels, making their campaigns feel cohesive and impactful. However, the increase in media channels has resulted in an overwhelming amount of advertising messages, which makes it increasingly difficult for any single campaign to stand out. With consumers bombarded by ads across television, social media, mobile apps, and podcasts, the effectiveness of converged strategies diminishes. Wu (2017) observes that this saturation fuels "a race to capture not just fleeting attention but a sustained emotional engagement" (p. 174). As audiences become desensitized to these tactics, brands need to differentiate themselves in more innovative and engaging ways.

3. Its impact is diminished

Guerrilla marketing thrived as a low-cost alternative for brands without big budgets, but platforms like social media and programmatic advertising now deliver better results for the same money. Why spend your budget creating a spectacle when you can reach millions online in seconds, with detailed analytics at your fingertips?

Today’s consumers also have more control over their media consumption than ever before. With options to skip ads, use ad-blockers, and choose subscription services without commercials, traditional converged advertising strategies struggle to capture attention. This shift has led to a fragmented media landscape where brands cannot rely on the same channels for reach and engagement. Instead of a one-size-fits-all approach, advertisers must now focus on hyper-personalization and tailored messaging that resonates with specific audience segments. This requires deeper insights and more agile strategies that adapt to individual preferences, rendering traditional convergence less effective.

In a world where consumer expectations are constantly evolving, it’s time for a different type of convergence. As Serazio (2013) notes, successful advertising now must "blur the lines between advertising and experience" (p. 29). Think 耐克 ’s “You Can’t Stop Us” Campaign, Old Spice UK “The Man Your Man Could Smell Like” Campaign or 可口可乐公司 ’s “Share a Coke” Campaign. They combine social media, television ads, and user-generated content to create a unified message across multiple platforms, engaging consumers in a way that feels personal and relevant.

References

Coca-Cola (2011) Share a Coke [Campaign]. Ogilvy Australia. Available at: https://www.coca-cola.com (Accessed: 6 November 2024).

Nike (2020) You Can’t Stop Us [Video]. Wieden+Kennedy. Available at: https://www.nike.com (Accessed: 6 November 2024).

Old Spice (2010) The Man Your Man Could Smell Like [Campaign]. Wieden+Kennedy. Available at: https://www.oldspice.com (Accessed: 6 November 2024).

Serazio, M. (2013) Your Ad Here: The Cool Sell of Guerrilla Marketing. New York: New York University Press.

T-Mobile (2009) Liverpool Street Station Dance, London: Saatchi & Saatchi. Available at: https://www.t-mobile.co.uk(Accessed: 6 November 2024).

Wu, T. (2017) The Attention Merchants: The Epic Struggle to Get Inside Our Heads. London: Atlantic Books.