Sam and Jackson have just returned from a Houston Astros game at the new Astros ballpark. The ballpark really impressed them. What really caught their attention, however, was the unique way that Coca-Cola sold its products. There were roving teams of "Cola Buddies" moving throughout the crowd during the game. These teams were passing out "free coupons" for Cokes, souvenir cups, dugout passes, and free tickets to next week's game. Sam and Jackson will always remember how great their day at the ballpark was and will certainly choose Coca-Cola when given the opportunity. This is an example of which of the following communication strategies?
A) foot-in-the-door marketing
B) viral marketing
C) guerrilla marketing
D) demand-based marketing

Question

Quizplus · Accepted Answer

This scenario describes guerrilla marketing, which is a marketing strategy that involves unconventional and low-cost tactics to create buzz and generate excitement about a brand or product. In this case, Coca-Cola used roving teams of "Cola Buddies" to distribute free coupons, souvenir cups, dugout passes, and free tickets, which helped create a memorable experience for fans at the game and build positive associations with the Coca-Cola brand.

Sam and Jackson Have Just Returned from a Houston Astros