Bit from the Guerrilla Marketing Bug – Playground Outdoor Marketing

Guerilla Marketing Example Playground Sweden

The Big Mosquito Party – Promo from Ourwork on Vimeo.

I happened to come across a wonderful guerrilla marketing stunt coming out of Sweden. The company is called Playground, an outdoor equipment store based in Sweden. Their goal of the guerrilla marketing campaign was to broaden the store visitors from the current extreme outdoor individual to the more common everyday person that enjoys being outdoor. In setting up the campaign, they realized everyone had a common enemy, the mosquito. Upon realizing this common enemy, Playground set out to gather as many mosquitos as possible and consolidate them in a single room for people to walk in to. The incentive for the daring individual was that for each bug bite, he or she would get 1% off at the store.Guerilla Marketing Example Playground Sweden

It was a great way for people to see the true power of their product. The whole campaign got wide media coverage and buzz.

From this campaign, store traffic increased 220%, 6 out of 10 visitors were first time visitors to the store and overall sales increased 750%

Talk about an effective guerrilla marketing campaign! What do you think?

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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