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I love spotting great guerrilla marketing campaigns. They're surprising, entertaining and often shockingly bold. That's what makes them work. There's nothing bland about them. Like a 7-foot-tall basketball player at a cocktail party, guerrilla marketing stands out.
Guerrilla marketing, a term first coined by Jay Conrad Levinson in his 1984 book by the same name, is a strategy based on the element of surprise. It's a nontraditional form of marketing that aims to catch consumers off-guard, make an unforgettable impression and generate shockwaves for months. (Well, with today's limited attention span, maybe a few days.)
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