The Null Device
Posts matching tags 'guerilla marketing'
In an attempt to generate spin for the PlayStation Portable, Sony hire graffiti/paste-up artists to put up pictures of kids playing with PSPs as if they were traditional toys. Local hipsters, irritated with the Spectacle's commodification of dissent (and/or copy-protection malware on Sony CDs), retaliate, scrawling anti-Sony slogans on them. Discussion ensues:
"Aaaaaarrrrggggghhh. I KNEW something wasn't right about the thing when I took a picture of it a couple weeks ago in san Francisco. Two kids. 6-feet tall. Right near the new freeway off-ramp. Looked way too clean to be real. Working for a branding firm. I'm adamantly opposed to this kind of infiltration by the big corporations. Equivalent in my mind with viral marketing stealth efforts to generate a buzz about a new product the unsuspecting masses by some cool, attractive shill on the company payroll."And more pictures here.
The next trend in graffiti, after aerosol art, stencil art and pasted-on designs, involves selectively cleaning grimy walls. It's much like stencil art, only rather than applying aerosol paint, the artist uses solvent and scrubs a shaped area of the wall clean, creating a distinct image. And, led by the apparent legality of cleaning public surfaces, guerilla advertisers are getting onboard; some chap in Leeds named "Moose" has been commissioned by Diageo to advertise Smirnoff vodka in this fashion. The Leeds City Council, however, doesn't quite see it that way.
An article on stencil bombing; the use of illicit spray-painting (with smoothly designed stencils) as an underground advertising tool; predominantly by trendy T-shirt labels in Prahran (you know, the ones that sell $80 T-shirts where the logo accounts for $79.50 of the price).
Tim Everist, who runs a Prahran-based T-shirt label called Schwipe, says "stencil bombing was effective and underground in the '90's, but then all the big companies started using this form of advertising".