Page 27 of 31 case study the blair witch project the blair witch project is the. Generally the intended result of a guerrilla marketing campaign is for it to go viral. It tells the fictional story of three student filmmakersheather donahue, michael c. Like the film, monellos promotional campaign played with the boundaries of truth and fiction to get its message across. Williams, who are investigating the supernatural legend known as the blair witch in the town of burkittsville, maryland. They never even got a second sip out of the same bottle, said dennis mcalpine of new york research. How the original blair witch project ushered in a new era of viral. Meet the don draper of guerrilla marketing takepart. Guerrilla marketingseries overdrive rakuten overdrive. Impact of guerrilla marketing on consumer perception. The blair witch project 1999 was one of the most profitable films in history when measured by its return on the initial investment. The website was the most instrumental component of the integrated marketing campaign.
Here are seven tips to consider as you develop your campaign. Here are the five key tactics used to bring about the unbelievable success of the blair witch. Free download guerrilla social media marketing book pdf. One of the most famous examples is the blair witch project, a film that was promoted using guerrilla marketing efforts. The authors lead the reader step by step through the process of developing a marketing campaign. Both ways are applicable to guerrilla marketing in 30 days and beyond. This is even more true when you think of the places youll pay to advertise a book. The blair witch project s marketing was beyond that.
Apr 08, 2016 the internet is now an essential part of all marketing strategies in the movie industry but it was the 1999 phenomenon that was the blair witch project that is credited with being the first movie. Mar 07, 2017 people across america were stunned by the runaway success of the blair witch projecttm none more so than the residents of burkittsville. Second, you want the guerrilla marketing strategies that you select to be sticky. It was borrowed from guerilla warfare adopted by armed civilians. The blair witch project is a 1999 american supernatural horror film written, directed and edited by daniel myrick and eduardo sanchez. The term was popularized by jay conrad levinsons 1984 book guerrilla marketing. We illustrate the concept of entrepreneurial marketing by highlighting guerrilla marketing, buzz marketing and viral marketing. We had the chance to speak with the book s primary author, a green marketing consultant, and look at a campaign that involved social outreach, traditional media and.
Some advertisers have relied on product placement think james bond stopping midgunfight for a. The original term was coined by jay conrad levinson in his 1984 book. All this has one purpose to build a bridge with the following part of my empirical analysis. Guerrilla marketing can be implemented with diverse tools. Levinson, the authority on bigbusiness marketing on a smallbusiness budget, takes this concept one step further by offering scores of marketing ideas that are completely free. The blair witch project 1999 and its sequel blair witch 2016. Pdf viral marketing campaigns for horror movies from the blair. That is, they should be something that causes people to keep thinking of what they saw and spreading the story. An investigaton into the relevance of guerrilla marketing.
The term guerilla marketing was coined by jay conrad in his 1984 book, guerilla advertising. Campaigns for films such as the blair witch project sanchez and myrick. The blair witch project a stanford graduate school of. What is guerrilla marketing guerrilla marketing is an advertising strategy that focuses on lowcost unconventional marketing tactics that yield maximum results. Pure and simple, if people dont know about you, your products, or your services, they cant buy from you. The graduates of the university of central florida film program set up an internet campaign to spread rumors about the fictitious legend of blair witch through a web site. Hr leadership in a time of war david perrys new book much like the man himself is smart, aggressive and technosavvy. Pdf guerrilla marketinginnovative or parasitic marketing. Guerilla marketing, low cost, audience, strategy, blair witch project. It requires creativity, flexibility and a willingness to take a little risk.
Guerrilla marketing was made for small business owners. History of guerrilla marketing the term guerrilla marketing was coined by jay conrad levinson in 1984 when he released the famous book guerrilla adverting levinsons book was the beginning of underdog companies starting to compete with their larger competitors. Guerrilla music marketing handbook by bob baker compliments of marc gunn and this is a free demo version of the guerrilla music marketing handbook that contains the table of contents, introduction, chapter 3 and a bonus special report. A further outstanding example of a viral marketing. Thanks for reading my post covering 15 valuable quotes and lessons from the book guerrilla marketing by jay conrad levinson. Guerrilla marketing is an advertisement strategy in which a company uses surprise andor unconventional interactions in order to promote a product or service. When planning your guerrilla book marketing campaign, always, always think outside the box whenever possible. You could do no better than to use guerilla marketing for. The blair witch project paradigm and online fan discourse. Apr 19, 2010 guerrilla marketing was made for small business owners. Create marketing content that resonates with prezi video. Just in time for earth day, heres a case study on the tactics used to market a book about green marketing.
Pdf on mar 1, 2017, lioba frings published viral marketing campaigns for horror movies from the blair witch project 1999 up to rings. Borrow ebooks, audiobooks, and videos from thousands of public libraries worldwide. In this way, guerrilla marketing does not make traditional marketing obsolete, but has a supportive pointtopoint effect and. Every single tactic carried out revolved around stirring confusion among potential movie viewers. Online guerilla marketing techniques liberty tax franchise. Aug 05, 2015 page 27 of 31 case study the blair witch project the blair witch project is the story of three student filmmakers, heather donahue, joshua leonard and michael c. The heart of guerrilla marketing is the proper utilization of those weapons you choose to use. What is guerrilla marketing and what can it do for your brand. The internet is now an essential part of all marketing strategies in the movie industry but it was the 1999 phenomenon that was the blair witch project that is credited with being the first movie.
Based on hundreds of solid ideas that really work, levinsons philosophy has given birth to a new way of learning about market share and how to gain it. Aug 25, 2016 second, you want the guerrilla marketing strategies that you select to be sticky. All forms of marketing and calls to actions drove audiences to the site. A few college film students created a super low budget horror flick and turned it into a national blockbuster by staying one step ahead of the publics perception. In the following the most important instruments of guerrilla marketing are structured in the three categories infection guerrilla marketing, surprise guerrilla marketing and ambush marketing. An investigaton into the relevance of guerrilla marketing to small and mediumsized enterprises msc international marketing strategy benjamin bach bachelor thesis business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. The blair witch site was very simple and capitalized off the lowbudget and homemade concept. In this book that launched the guerrilla marketing movement, levinson describes inexpensive marketing methods for small businesses to enhance their wordofmouth reputation. The original term was coined by jay conrad levinson in his 1984 book guerrilla advertising.
Guerrilla marketing innovative or parasitic marketing. Stealth marketing is also a most popular technique use in the guerilla marketing. It covers 200 weapons of guerrilla marketing, including various forms of media, but also attitudes and behaviors. Before paranormal activity even made its way to the drawing board, the blair witch project was under everyones radar as one of the most outstanding horror films of all time. Guerrilla marketing, as coined by marketer jay conrad levinson in his book of the same name, is a. This was 1999, so website surfing was still fairly new to many consumers. Traditional marketing identifies the heavy weapons of marketing. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular.
Advertisers began to take concepts from this book and use. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. The brand ambassadors may be accompanied by a bicycle kiosk which contains the product samples or demonstration materials, or they may be wearing a walking billboard. Aside from huge boxoffice numbers, blair witch also cemented his place as an icon of guerrilla marketing. The main theme behind the blair witch projects marketing campaign was to establish uncertainly among the public.
It all started when three filmmakers supposedly disappeared in the outskirts of burkittsville, maryland. Hell donahues mother would even receive sympathy cards. The blair witch project created on small budget, the blair witch project was an unprecedented success, which can be attributed mainly to a clever guerrilla marketing strategy. Sep 19, 2016 the blair witch projects marketing was beyond that. Thus, surprising content can turn a classical advertising vehicle or medium into a guerrilla marketing activity. They buried their actors and asked them not to show up until their lie came out first out in the open. Free download guerrilla social media marketing book pdf ebook. There are some detailed explanations and examples of several. The blair witch project is a 1999 american psychological horror film that was produced by five graduates of the university of central florida.
University of lahore islamabad campus pakistan abstracts purpose. This is about a film the blair witch project created by 5 students fresh from film school. The low budget horror film, the blair witch project, was one of the biggest success stories in film history based on the ratio of production cost to revenue. Williams, and joshua leonardwho hike in the black hills near burkittsville, maryland in 1994 to film a documentary about a local legend known as the blair witch. Whenever someone asks me what guerrilla marketing is, this is the example i cite because who could forget the blair witch project. The blair witch project used a lowbudget internet campaign to create buzz for the movie.
Apr 10, 2017 the blair witch project created on small budget, the blair witch project was an unprecedented success, which can be attributed mainly to a clever guerrilla marketing strategy. Guerrilla promoting is the entrepreneurs promoting bible and the book every smallbusiness proprietor should have on his or her shelf. If used wisely guerilla marketing can pay rich dividends as happened in the case of the blair witch project. July 9th a blair witch comic book was released and on july 12th a tv special coproduced by. Blair witch project still the greatest marketing campaign. Free download guerrilla social media marketing book pdf ebook ibook by jay conrad levinson and shane gibson click to download the free book by entrepreneur press. Another significant aspect of guerrilla marketing is that it delivers its message in the most effective manner possible. Guerrilla advertisement and marketing sciencedirect. Guerrilla marketing for job hunterswill help you humble even the super powers of jobsemployers.
This book will guide marketers into the world of positioning and selling products and services. They offer detailed descriptions of more than a hundred marketing tools from contests to affinity programs, from direct mail to billboard advertising. Guerrilla marketing for free by jay conrad levinson. As blair witch 2016 takes to the box office, the drum catches up with of one of the. Look at these four shining examples of how to get it right. One of the best guerrilla marketing examples is the blair witch project. Goodwill and customer benefit guerrilla marketing campaign should always include.
The guru of the guerrilla marketing series, with over a million copies in print, teaches entrepreneurs how to market aggressively without spending one cent. The blair witch project is a 1999 american psychological horror film that was produced by five graduates of the university of central florida film program with a minimal budget and a camera. Guerrilla projection advertising is an effective addition to campaigns of a considerable size, for example a product launch, the release of a new film, retail promotions etc. The campaign involved spreading rumours about the fictitious legend of the blair witch. But guerrilla marketingthe idea of using a small amount of money to do something unconventionalshould be a part of every writers book marketing strategy. We had the chance to speak with the book s primary author, a green marketing consultant, and look at a campaign that involved social outreach, traditional media and naturally green guerrilla marketing techniques. An investigaton into the relevance of guerrilla marketing to. Viral marketing campaigns for horror movies from the blair witch. But at the time, monello didnt see the tactic as guerilla marketing. Guerilla marketing is one of the growing marketing techniques which are used in advertising industry.
Page 27 of 31 case study the blair witch project the blair witch project is the story of three student filmmakers, heather donahue, joshua leonard and michael c. The guerrilla marketing handbook by jay conrad levinson. Levinson, the authority on bigbusiness marketing on a smallbusiness budget, takes this concept one step further by offering scores of marketing. The internet, which already has more than one billion users, is key area of implementation. Guerrilla marketing identifies two hundred weapons of marketing, and many of them are free. Easy and inexpensive strategies for making big profits from your smallbusiness pdf, epub, docx and torrent then this site is not for you. If youre looking for a free download links of guerrilla marketing, 4th edition.
Guerrilla marketing gets the message across to the consumer, and viral marketing encourage people to pass on the message. Impact of guerrilla marketing on consumer perception by mohsin shakeel, muhammad mazhar khan. Introduction guerrilla marketing is an advertising strategy that focuses on lowcost unconventional marketing tactics that yield maximum results. Obviously, a lot of other people loved itso much so, in fact, that the film went on to make nearly a quarter of a billion dollars worldwide on a. When guerrilla marketing was first published in 1983, jay levinson revolutionized marketing strategies for the smallbusiness owner with his takenoprisoners approach to finding clients. He says and has written a book by the same title that customer service is not a department. Guerrilla marketing can select from 100 methods, 62 of which do not require funding, and this is its primary advantage. You could do no better than to use guerilla marketing. The heart of guerrilla marketing is the proper utilization of.
A perfect example would be the film the blair witch project, which was filmed on a very small budget, but. How to pull off a guerrilla marketing campaign small. The focus of the thesis is the explanation and clarification of guerrilla marketing communication. Thereby, until now no uniform categorization of these instruments has prevailed. Viral guerrilla marketing and viral marketing go hand in hand. Easy and inexpensive strategies for making big profits from your smallbusiness pdf. Suddenly the little western maryland farming village was flooded with tourists seeking mementos of the fabled blair witch.
They had thought it all through, to make a hoax so palpable that the whole world would believe it. One great place to start is where people waitwhen youre waiting theres often nothing better to do, so youll read any advertisement you see. Mar 01, 1984 in this book that launched the guerrilla marketing movement, levinson describes inexpensive marketing methods for small businesses to enhance their wordofmouth reputation. Guerrilla marketing matters more than before to small organisations but it is as well, more and more adopted in larger companies to create buzz.
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