Attack marketing

Also known as guerrilla marketing or ambush marketing, attack marketing is a form of marketing that incorporates a series of creative and strategic techniques used to build and maintain public awareness surrounding a person, place, product, or event. Attack marketing utilizes the power of social interactions to execute non-traditional marketing campaigns that drive sales, increase name awareness and create long-term buzz around a specific business. Attack marketing is used by many marketing, advertising, public relations and promotional event marketing agencies to promote popular worldwide brands and events. Attack marketing can be tailored to fit marketing programs of all budgets, small and large.


In 1954, the Marlboro Man appears in Marlboro ads, making the company to become the #1 cigarette brand in the US.
Guerrilla, ambush and attack marketing became popular in the 1970s.
In 1982, Nike aired its first national television ads, created by newly formed ad agency Wieden+Kennedy, during the New York Marathon.
In 1984 Jay Conrad Levinson's book on Guerrilla Marketing is distributed to bookstores
In 1986, Run DMC created a single called “My Adidas” and significantly raised Adidas shoe sales overnight.
In 1996 Atlanta Olympics, Linford Christie wore contact lenses embossed with the Puma logo at the press conference preceding the 100 metres final.
The London Olympic Games and Paralympic Games Act 2006 restricts ambush, guerrilla, and attack advertising at the 2012 Summer Olympics.

Attack marketing uses a number of different strategies to create memorable interactions between businesses and consumers, including use of:


Brand Ambassadors- knowledgeable brand representatives
Promotional Models- brand representatives that display brand image
In-store Demonstrators- brand representatives that demonstrate and distribute product samples


Street marketing- Outdoors promotions with promotional staff
College Campus Activation- College campus marketing events and programs
Social Media- Event marketing online through Facebook, Twitter, etc.
Mobile Media- Promotional event marketing with vehicles
Airport Marketing- Product sampling and displays at airports
Spring Break Marketing- Promotional event marketing at popular Spring Break destinations (flyering, product sampling, etc.)
Publicity Stunts- Flash mobs, mock protests with promotional models
Green Marketing- Event marketing using sustainable products
Wearable Media- Promotional marketing with electronics
Outdoor Postering- Outdoor poster placements
Guerrilla Projections- Outdoor digital displays during marketing event
Chalking/Stenciling- Outdoor sidewalk stenciling
Flyer Distributions- Public distribution of flyers by promotional staff
To help execute attack marketing programs, many businesses hire other resource agencies that provide event staffing, field support and guerrilla marketing services to help with event logistics.