This is Guerilla Marketing
Most companies launch advertising campaigns and use guerilla tactics to compliment their other promotional activites. However New York Magazine took a chance, one could say that they threw all their eggs in one basket. In 2005 the magazine relaunched itself with a brand new format and to generate buzz, they created a city wide guerilla campaign. After just one month newsstand sales boosted by double digits and Web traffic shot through the roof. This was rather remarkable considering it was their first campaign in 8 years and their budget was under $1 million (a meager amount compared to the industry's average).
So how did they do it? A month-long "This is New York" guerilla, interactive campaign is the answer. They hung posters all over the city and coupled it with live promotions. The posters were placed in subways and kiosks and were changed daily to promote different events going on around the city using themes that were linked to current events.
Live promotions really gave the campaign that extra bang. Its easy to walk by a poster but its hard to walk by one when there are people standing next to it drawing your attention there. Posters sometimes features crossword puzzles were accompanied by staffers handing out pencils and paper versions of the puzzle to solve. Promotional cards were also incorporated in the marketing blitz which had numbers that if entered on their website could win that person a free month's rent. As if this wasn't enough, the magazine took it to the next level by incorporating children. To coincide with the New York's back-to-school posters, children were given chalk to write "This is New York" (the campaigns tag line) where ever they wanted.
In one month the magazine made a substantial mark on the Big Apple. Their website hits increased by 80% and newstand sales were up 14%. The momentum behind this campaign was tremendous. They related to New Yorkers in a relevant way by being in the subways, offering free rent, and involving the children. New York city is very condensed with thousands of people at your fingertips. If this market is accessed correctly the rewards are numerous, as demonstrated by New York magazine. Their "This is New York" campaign really highlights guerilla marketing and waht it is capable of achieving.
So how did they do it? A month-long "This is New York" guerilla, interactive campaign is the answer. They hung posters all over the city and coupled it with live promotions. The posters were placed in subways and kiosks and were changed daily to promote different events going on around the city using themes that were linked to current events.
Live promotions really gave the campaign that extra bang. Its easy to walk by a poster but its hard to walk by one when there are people standing next to it drawing your attention there. Posters sometimes features crossword puzzles were accompanied by staffers handing out pencils and paper versions of the puzzle to solve. Promotional cards were also incorporated in the marketing blitz which had numbers that if entered on their website could win that person a free month's rent. As if this wasn't enough, the magazine took it to the next level by incorporating children. To coincide with the New York's back-to-school posters, children were given chalk to write "This is New York" (the campaigns tag line) where ever they wanted.
In one month the magazine made a substantial mark on the Big Apple. Their website hits increased by 80% and newstand sales were up 14%. The momentum behind this campaign was tremendous. They related to New Yorkers in a relevant way by being in the subways, offering free rent, and involving the children. New York city is very condensed with thousands of people at your fingertips. If this market is accessed correctly the rewards are numerous, as demonstrated by New York magazine. Their "This is New York" campaign really highlights guerilla marketing and waht it is capable of achieving.
posted by Dombizzle at 7:10 PM
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