Daffy's and Screenvision Partner on Guerrilla Cinema Campaign

With cinema advertising's growth into, what some would argue, its own media bucket, companies are increasingly working to separate themselves from other on-screen advertisers. This drive for uniqueness has initially manifested itself into cinema campaigns that utilize mobile interaction. Now, thanks to a collaboration between clothing retailer Daffy's and Screenvision, guerrilla marketing tactics are being added to the cinema advertising mix.

Moviegoers got more than they bargained for on Friday night, when dancers streamed onto the stage at New York City's Ziegfeld Theatre just prior to a showing of "Amelia." For three and a half minutes, 10 dancers performed what Screenvision says is a first-of-its-kind live in-cinema ad. The "Fitting Dance" was accompanied by images on the movie screen behind the dancers. Only near the end was it revealed that patrons had been watching a lengthy ad for Daffy's. (via Ad Age)



I have long held that there are number of synergies to be realized in bringing together guerrilla marketing and digital out-of-home media. We have seen minimal use of brand ambassadors and live promotions to enhance DOOH campaigns.

Companies like Monster Media and Inwindow Outdoor, whose interactive streetlevel billboards are designed to get passersby to engage in branded experiences, would be well-served in integrating elements of guerrilla marketing into some of their campaigns. For example, Monster Media could have brought in cheerleaders during peak traffic periods to generate further buzz and energy around the company's recent interactive campaign for Monday Night Football.

If I were Daffy's, I would extend its guerrilla cinema campaign to the streets. Using the same digital media content as shown in Daffy's cinema ads, I would partner with a company like Monster Media, Pearl Media, or Inwindow Outdoor and transform a digital streetlevel billboard into a flash mob dance performance.

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