Performance Outdoor

"Guerrilla Marketing" was coined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing as an unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically. ~Wiki

The above quote from Wikipedia is right on the money as to what guerrilla marketing is when it should be used. But what occurred to me after seeing the pics of the Chucky stunt is how do we clarify this form of guerrilla marketing? So after some web searching I realized that there isn't a proper name for it. Everybody seems to call it by a blanket statement as "Guerrilla Marketing, with people". So after thinking about it I've decided to call it by what it is, "Performance Outdoor". It's a performance and it outdoor signage in a traffic area.

I've seen this done before and it's always successful when it's done with action. When the spectators can watch the random acts of performance people in a creative fashion for a product or a brand, it becomes fun! The spectators expect a pay off which usually relates to the brand. In this case, Chucky's misbehaving in New York Time Square.

The Chucky stunt was done as an inexpensive way to get attention for the release of the DVD. Maybe they hoped to get on CNN, The Onion or whatever entertainment blog sites. Time Square is a usual spot for crazy stunts because of it's great PR appeal: the vehicle and foot traffic, location and local media makes for juicy spot. These types of stunts are perfect for things like a DVD or small business where the client doesn't have the Super Bowl marketing dollars. So instead they throw it in to masks, costumes and extra's and viola! You can see by the pictures that they are having fun, who wouldn't.