William, one of the Mortar’s fine account execs writes: 

TV, radio, print, and online advertising … none of these capture the ‘wow’ of a well-executed guerrilla marketing campaign.

Enlisting the help of poor college kids to hand out t-shirts and brochures while wearing chicken suits can technically be considered guerrilla marketing, but it doesn’t turn as many heads as it used too.

Not so for the outrageous stunts of guerrilla troupe, Improv Everywhere: The NYC-based group dedicated to causing "scenes of chaos and joy in public places through radical and creative public stunts."

Now that’s my kind of guerrilla action.

Do yourself a favor and watch their pieces of art.

Take their recent "No pants on the subway" campaign (pictured).

Their stunts prompts me to offer some ideas for budding guerillas:

1.   Power in numbers: Improv’s executions work so well because of the sheer number of agents involved. Don’t limit your exercises to just a handful of people, get out there with lots and lots of co-conspirators. (BTW Craigslist is a super venue for recruiting talent with time on their hands and low public decency standards…).

2.    Randomness is in: Develop a truly original (and preferably random) concept. The way I see it, guerrilla marketing is all about the person, what he/she does, and what their actions stand for. The exercise itself shouldn’t be so narrowly focused on the products or services being advertised; successful guerrillas will receive attention.  Focus on provoking discussion – publicity will surely follow.

3.    Manage the Program: Not surprisingly, Improv Everywhere ‘s programs are extremely well organized. Chaos is best managed by professional moderators. Don’t forget to synchronize your watch.

4.    Do it, just do it: Don’t hesitate, take the campaign and run with it. Don’t hold out trying to finesse the little details. The best campaigns often produce unpredictably amusing results.

We’re a big fan of guerilla marketing here at the Mortar. And using a $75 job posting on Craigslist to drive dress sales is right up there as a great tactic to consider. Especially if you have a sense of humor like these guys. This ad appears on Craigslist in NY.

Emergency!! Perfect Bridesmaid Needed!!

Have you always wanted to be in a wedding but keep getting passed over
for the role of bridesmaid? Are you often referred to as the life of
the party? Does your smile light up a room? Can you fake tears?!

If so, YOU could be just what we are looking for!

Fun bridal party is seeking replacement bridesmaid for amazing October wedding on the ocean.

The dress is a bridal 10 (street size 6-8) and requires someone busty.

Visit the link below to view your dress:

http://www.viviandiamond.com/index.cfm/fuseaction/viviancollection

If interested, please submit the following:

-Headshot

-Full body shot

-100 word (minimum) statement explaining why you are the perfect bridesmaid

-Past experience (modeling, acting or wedding)

-Favorite Dance Song

-Special talent and/or perfected dance moves

For preferred consideration, please submit website or video links.

*The following need not apply:

-Party Poopers

-Home Wreckers

-Recovering Addicts

-Sexual Predators

-Lightweights

-WWE wrestlers

-MILFs

Aids awareness in Argentina.

Why haven’t we done something similar in San Francisco?

Maybe it just me, but I don’t think you should be able to call yourself an ad agency until you’ve wrapped a giant column.

This promo reminds us to cover up in the sun.

Headline reads "Please take care this summer".

Its kind of a pricey giveaway idea though (I’d imagine a per unit cost of at least $2-$4?).

I guess you could sell the towels and still make your point.