Guerrilla marketing thrives on surprise. It transforms everyday spaces into interactive experiences, captivating audiences in ways that traditional ads often can’t. Recent campaigns by global brands demonstrate how creativity and bold execution can spark engagement in vibrant cities like London or Dubai.
By tapping into public spaces, pop-ups, and unexpected activations, these campaigns show that memorable brand experiences can extend far beyond the screen and even go viral online.
Gymshark’s Pub Pop-Up: Fitness Meets Fun
As part of the LIFT:LDN event in London, Gymshark turned its Regent Street store into a lively pop-up pub. Attendees sipped mocktails, took part in workout challenges, and had custom patches stitched onto their gear, all while mingling with influencers. Free electrolyte drinks from partners like Puresport added to the atmosphere.
The goal wasn’t to push sales. It was to build community, reflecting Gymshark’s ethos of strength and connection. By creating shareable moments that spread across social media, this activation proved how out-of-home campaigns can resonate far beyond the streets, generating excitement ahead of the main LIFT event at Drumsheds.
Duolingo’s Concert Surprise: Owl Takes the Stage
In 2024, Duolingo brought its green owl mascot to a Charli XCX concert, making playful appearances that fans eagerly photographed and shared online – no need for influencers in this case. The stunt added a layer of fun to language learning, engaging a young audience in an unexpected environment.
By hijacking a cultural moment in a public venue, Duolingo created a viral sensation. The campaign demonstrates how brands can insert themselves into everyday life in creative ways, turning ordinary experiences into memorable, shareable stories. In fact, you’d be hard pushed to find a teenager who doesn’t know what the Duolingo owl is.
Heinz’s AI Ketchup Campaign: Interactive Fun
In 2023, Heinz capitalised on the AI trend by generating playful images of “ketchup”, which nearly always resembled their iconic bottle. These images were showcased on social media and in ads, inviting fans to try it themselves.
The campaign reinforced Heinz’s status as the go-to ketchup brand, combining interactive tech with nostalgia and humour. Further, by encouraging user participation the brand boosted engagement, recall, and loyalty, showing that even classic products can feel fresh with a bold guerrilla twist.
Why Guerrilla Marketing Works
What ties these campaigns together is their element of surprise and audience engagement. Gymshark, Duolingo, and Heinz did more than advertise, they invited people to live the brand.
Guerrilla marketing works because it leverages public spaces creatively, whether through pop-ups, stunts, or interactive setups. In bustling cities, out-of-home channels such as billboards, taxis, transport hubs, or unexpected events amplify this effect. Casual encounters become memorable experiences, and in the age of social media, they often extend far beyond their physical location.For more examples of bold campaigns that leave a lasting impression, explore our work.