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Guerilla Marketing Future of TV PR Stunts

A&E employs guerrilla marketing in the form of religious protests for new series ‘Damien’

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By Adam Flomenbaum, Co-Executive Editor

March 8, 2016 | 2 min read

Ahead of last night’s series premiere of ‘Damien’ - a sequel to the 1976 film ‘The Omen’ about a child who may be the antichrist – A&E employed a very different kind of guerrilla marketing campaign.

Across New York City’s most “hellish” locations like Times Square, Penn Station, and Port Authority, street teams pretending to be religious protestors handed out stickers and pamphlets to passerby. They also held up signs with funny, yet dire proclamations that longtime New Yorkers could attest to. For example, by the Queens-Midtown tunnel a protestor held up a sign reading “The Toll For Your Sould: Should’ve Taken 59th St Bridge”; outside of the DMV, another sign read, “Don’t Let Them Drive You To Hell, Sell Your Soul For A Short Line."

The initiative was certainly innovative, and should New York Magazine decide to put it on its Approval Matrix it would undoubtedly be in the “Lowbrow, Brilliant” quadrant.

Street teams promote the new A&E series "Damien" on March 7, 2016 in New York City." (Photo by Bryan Bedder/Getty Images for A&E)

Guerilla Marketing Future of TV PR Stunts

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