Micro Machines

A company manufacturing scale miniature model cars and trucks, otherwise known as Micro Machines, decided to broaden their marketing by making their products known to a wider audience. This wider audience was not limited to children and so a marketing campaign that would cross all age groups and social layers was needed. It soon transpired that normal methods would not work and so they turned to the alternative Guerrilla Marketing industry. Eventually a scheme emerged that involved spray-painting roadways, parking lots and cross roads onto existing parking lots, school areas, streets and supermarkets in the target neighbourhoods. People would see these and bring along their Micro Machines and play them on the sprayed miniature surfaces. By all accounts a great hit, and increased the sales for the manufacturer at a fraction of the cost of regular marketing campaigns. This is a good use of Guerrilla marketing, particularly as the paint used was bio- degradable and would disappear over time. All the businesses in the vicinity benefited because the people attracted to the painted play areas would buy something in one or more of the shops. Totally acceptable form of alternative marketing and an example of how it should be done.