Apparently, a deal from Geico fell through in which the lizard would have become exclusive corporate sponsor for the George Washington Bridge to the tune of $3.2M in exchange for some “guerilla advertising” opportunities at the toll booth.
The Port Authority balked at the offer, but left the door open for another bridge sponsor to step up.
I thought the whole point of guerilla marketing is that it’s a superior, low-cost alternative to paid media?
1 response so far ↓
1 Harry Hoover // Feb 20, 2007 at 8:41 am
It used to be that guerrilla marketing’s appeal was its low cost. When you look at the cost of a flight of network ads, $3.2 million still isa relative low cost to the big boys.
Today, guerrilla marketing’s true appeal, in my opinion, is its ability to reach people. Consumers aren’t sitting in front of the TV en masse any longer. There are so many media choices that it is almost impossible to reach the fragmented market with a traditional media buy alone.
And Geico is getting a ton of online mention without spending the money. Witness your post and mine, and this Google search indicates the media are covering it too.
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