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Ambient, guerrilla & stunt media

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Article

This article provides guidance and reading on the tactic of stunt marketing - a form of experiential marketing that aims to generate buzz and boost engagement.

Case Study

Changing its helicopter’s livery to reflect its mission rather than its sponsor helped London’s Air Ambulance, the UK charitable pre-hospital care organization, generate financial support.

Case Study

Innocence Canada, a non-profit organisation to help exonerate the wrongly incarcerated, built a large public installation to increase donations and funding.

Case Study

Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.

Case Study

EDF Luminus, a Belgian electricity producer and energy provider, created the '12th devil' device, in partnership with the Belgium national football team (Red Devils), to promote fan energy and engagement during the EURO 16.
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Case Study

UN Women Pakistan used a sports-based multimedia strategy to launch an anti-domestic-violence campaign.

Case Study

IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Case Study

Coca-Cola, a carbonated soft drinks brand, used a mobile notification-based campaign to get students to use their break-times interacting with each other rather than being on the phone.

Case Study

The Coronado Brewing Company, an American brewpub, partnered with Thin Film, an electronics company, to engage millennials through a physical-to-digital campaign using interactive coasters.

Case Study

This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Case Study

This case study explains how the Romanian National Institute for Blood Donations increased the number of young people donating blood by partnering with a music festival to give away free tickets to donors.

Case Study

This case study shows how The National Institute for Blood Transfusions, a blood donations organisation, harvested concert goers' love for free tickets to increase blood donations in Romania.

Case Study

This case study shows how car brand Škoda Auto created an immersive installation as a way to introduce its environmental program in the Czech Republic.

Case Study

This case study describes how multiple sclerosis support charity MS Australia, used the design of a bike to raise awareness of the symptoms of the disease and, in turn, improve fundraising efforts.

Case Study

This case study explains how Milwaukee Public Museum turned a struggling museum into Hollywood with its 'MPM: Big Is Here' campaign in the US.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.

Case Study

This case study describes how Garnet Hill, a US retailer, created a mobile studio to provide an experience to customers, capable of reviving both the brand and the OOH media platform.

Case Study

This case study describes how the Canadian charity Raising The Roof created widespread awareness about homelessness with a fake homeless shelter designed to raise eyebrows.

Case Study

This case study describes how Leon's, a furniture retailer, utilised the local phenomenon of Moving Day in Quebec, Canada, to increase store traffic and sales.

Case Study

This case study describes a campaign by the charity WaterAid in the UK which asked people to donate the £1 they had already spent in changing room lockers.

Case Study

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.