Guerilla Marketing at its Best
We've covered Meijer, a Midwest-based department and grocery store, in the past because of their mobile campaigns. Recently the company launched Halloween-themed mobile marketing that's unlike anything I've seen before. Take a look at the video of Meijer and SmartReply operatives unveiling their guerilla marketing.
The campaign is called "He Rides" after the headless horseman figure the company beamed onto buildings using a large projector mounted in a van. The campaign is a perfect example of guerilla marketing for a number of reasons:
• posters were displayed in the weeks prior to the event taking place, creating anticipation and giving details about the call-to-action
• the Halloween theme meant that the campaign made sense when customers saw the image, and gave it a context
• consumers were offered the chance to win a $1000 gift card by participating in the campaign
• customers who saw the image as it was driving by saw a message with a mobile call-to-action telling them to text "he rides" to a short code, which sent back a promo code that they could use at Meijer
• the campaign was innovative enough to attract media attention, and was covered by the local television stations and newspapers in Chicago
Without any of these elements, this is just another marketing stunt that may or may not have worked. Meijer hasn't released the results of the campaign yet, but it took the tactic to Cincinnati last week and plans to visit other markets this week.
What do you think? Just another gimmick, or an innovative piece of mobile and guerilla marketing?
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