Marketers who organize PR stunts or guerrilla marketing efforts these days should take advantage of all the opportunities available for word of mouth via social media. In fact, many creative marketers are even letting crowdsourcing take over as a stunt itself as digital savvy-ness becomes mainstream.
I remember producing stunts before the days of social media, when we all crossed our fingers and hoped our creativity and pitching prowess caught the attention of camera crews and journalists.
These days, it’s tougher to get the media out to report on a stunt. Social media is a marketer’s best friend in that regard. Not only is a viral element possible, but engaged consumers can also add their own creativity to expand on a program.
Interestingly, an article about this topic in AdWeek cautioned that the social space is already crowded thus making it difficult to break through the online clutter.
Bottom line, if you decide to pursue a stunt or a guerrilla campaign, follow your marketing instinct to decide if it’s worth the money for the coverage it will garner. Be realistic, ideas that organically fit with the brand are more likely to make the grade.