According to the University of Southern California, people see about 5,000 advertisements each day. So how do brands get people to stop scrolling and actually notice them?
The answer is Guerilla Marketing.
Guerilla marketing is not about polished campaigns or predictable feed placements; it's about the moments that make people stop mid-routine. These ads don't feel like promotion because they use unexpected and often unconventional tactics to earn attention. The term comes from guerilla warfare, which uses small, strategic actions designed to create a larger impact.
And while it's usually labeled as a "low cost" marketing channel, its real value is in doing something different enough that people notice. It's a high-impact technique that is a creative way for smaller businesses to generate buzz.
What Guerilla Marketing Looks Like
Because it’s designed to be unpredictable, guerilla marketing doesn’t follow a single formula and can be executed in several different ways.
Ambient Marketing
One method is to use the environment itself. You can make a sidewalk, a storefront, or some other public space part of the message. These campaigns should demonstrate how a familiar setting can be reimagined in a way that naturally draws attention without feeling forced.
In 2025, Canva, a visual communication platform, set up several billboards around Waterloo station in London. They featured creative messaging that showcased different Canva features designed to get people laughing, thinking, and remembering.
Experiential Marketing
Other times, guerrilla marketing can be about creating a direct interaction with people nearby. This means literally meeting people where they are and giving they something to experience, not just observe. Whether it’s surprising people with free samples or inserting a brand into a daily routine, this tactic makes the interaction feel personal.
BBIM’s Safeway Select coffee activation did exactly that, turning a simple product into a memorable, real-world touch point. During this campaign, we walked around the streets of major cities with coffee dispenser backpacks and poured out fresh coffee for early morning commuters.
Viral Marketing
Increasingly though, the impact doesn't stop in the moment. A visually unexpected setup, a spontaneous reaction, or a well-timed interaction can quickly move from the streets to social media. There, it's captured, shared, and amplified far beyond the original audience. What starts as a local activation becomes something much bigger, simply because it was engaging enough to tell others.
Coca Cola's Happiness Machine was specifically designed for social sharing. Located on college campuses, it appeared to be a normal vending machine, but dispensed extra drinks, pizza, flowers, and other surprises. The reactions were filmed and shared online, transforming a small in-person activation into a widely viewed viral campaign.
Why It Works
Guerrilla marketing works because it aligns with how people actually engage with the world.
People notice what disrupts their routine, and since we are social creatures, we naturally tell others when something makes us feel curiosity, surprise, or when we feel like we've stumbled onto something unexpected.
Unlike traditional advertising, which often competes for attention in crowded spaces, guerrilla marketing creates its own moment. It doesn't ask people to pay attention; instead, it gives them a reason to.
The Takeaway
In a landscape where everything is fighting to be seen, brands won't break through by doing the same as everyone else.
Guerrilla marketing gets brands noticed because isn't about being louder or spending more. It's about thinking differently about where and how to shows up. When it's executed well, it doesn't feel like marketing at all—it feels like a moment people want to be part of.
Agencies like Brainbox Intelligent Marketing can design and activate a campaign that will help your brand stand out. Reach out to a representative today and start getting noticed.
