Guerrilla marketing is innovative, unconventional, and low-cost marketing techniques aiming to get the maximum exposure on a product. That is the definition.
Burger King used to do this by doing something as simple as clicking likes on their targeted influencers’ twitter posts. The trick is those tweets were 10 years old. As you can imagine, those influencers made noises asking questions why Burger Kings did that. After a few weeks passed, Burger King revealed the reason through a launch of its new burger set.
Was Burger King did creative? Yes. Did Burger King get free exposure? Yes.
I think it’s a good technique to create excitement (or frustration) for commodities. It probably works if you expect short-term results.
Imagine if you have a great story to tell and you apply the guerrilla marketing concept. Sustainability is the first word coming to my mind.