Before a million pails of cold water brought amyotrophic lateral sclerosis (ALS) global attention, many people had never heard of the disease. After a summer of ice bucket challenges, the devastating motor neuron disorder has an astonishing level of awareness. Although the campaign didn’t originate as a deliberate marketing strategy, it’s a great case of the power of guerrilla marketing in the social-media age.

Inexpensive, small scale and non-traditional marketing tactics can be extremely effective ways to promoting your brand if the idea catches the public imagination and goes viral. Guerrilla marketing covers a huge variety of activities. Continue reading →