As somebody who creates content for a living, one of the largest obstacles I run into is continuing to produce fresh and interesting ideas (much like anybody else who writes for any reason). Unique ideas are usually the ones that resonate with viewers. This principle is also applicable to traditional advertising.
Guerilla marketing is a strategy where advertising is done through unconventional, usually low-cost means. Guerilla-style advertising campaigns can capture the media’s attention, which can, in some cases, provide more benefit than the direct campaign feedback. Sometimes interest is drawn up through intrigue about the unusual nature of the advertising, while other times the ad is just so artfully done that viewers can’t help but to take notice.
Folgers painted a coffee cup into the street with steam emitting from it:
Big Pilot let people try on their “watches” on the bus:
The strategy employed by Dippin’ Chips however, was less about astounding art and more about clever location and positioning. The modest-sized party chip company decided to invade the NHL’s Stanley Cup Playoffs, all for the price of a jersey (and presumably the cost of a seat). Dippin’ Chips has been sending fans to sit in the front row of the Rangers-Kings series and wear a jersey with their product and logo on it.
Shout out to the crew at @DippinChips making some serious noise at the Rangers game tonight #LGR #GuerillaMarketing pic.twitter.com/tSE6OtxbpQ
— Matt Bosso (@MattBosso) May 30, 2014
Sick shirt bro: pic.twitter.com/8XT66kZMij
— NHL Memes (@The_NHLMemes) May 26, 2014
@corkgaines Taking "Fan-vertising" to a whole nother level. @DippinChips pic.twitter.com/7RDJA3Dm6E
— Mike Hammer (@mikehammer) May 28, 2014
This clever marketing ploy makes the company visible on several different platforms. Obviously, the jerseys are seen by fans in the arena, as well as the millions (I think the NHL’s viewership is back in the millions, right?) watching on television. In fact, if I have any gripe with this campaign, it’s that it hasn’t really caught on with the rapid-sharing, viral landscape of Internet yet.
Dippin’ Chips social media people, you need to step your game up. You’ve got a great, shareable campaign, and I can barely find anything beyond your Twitter page about your advertising efforts. More people need to know about creative, innovative ideas like this! There is a huge opportunity to leverage the campaign and take it further, it will be interesting to see how they choose to capitalize.
All the credit to the people at Dippin’ Chips, though, you’ve made a man working in marketing jealous for a day.
What’s a recent “out of the box” campaign you’ve seen recently?
