In this day and age, we get to see different types of guerrilla and trojan marketing strategy. In an increasingly cynical world, it it hard to get any type of marketing that has a lasting impact, so companies looking to gain an edge will push the envelope.
This interesting endeavor purportedly shows DHL using competitor shippers (one is UPS) to unknowingly market DHL under the guise of getting packages to hard-to-reach addresses. The packages are fairly unwieldy, and are inscribed with huge text that is dormant when the packages are frozen, but activate when the boxes get warmer, as in when the rival delivery driver is wheeling it through busy environments.
The end result? The hilarious sight of a UPS Driver carrying what looks to be a huge sign saying “DHL IS FASTER” through busy streets.
Take a look:
[tentblogger-youtube vHVWegNfQl0]
[YouTube]
Burnnnnnn!
For those mischievous church staffers looking to hijack the marquees of congregations down the street, hold your horses. In the days since, it appears that the prank, aptly labeled in the video as “trojan mailing,” may not be the direct handiwork of DHL itself. According to Consumerist, DHL knew about the video, but did not produce it, and were reportedly not aware it would be shared externally. It seems that an external ad agency staged it as part of an internal contest; the stunt is real. No actors involved.
Still, regardless of the true nature of the video, it’s silly, and daresay, pretty evil.
What do you think of this strategy?
Evil?
Innovative?
Both?
Tre Lawrence
Tre Lawrence is a servant, husband, father, writer and a life-long learner. He is a contributor to ChurchM.ag and 148apps.com, editor at Androidrundown.com and trelawrence.com... and a "retired" churchworker to boot. When he's not writing for these, you'll probably find him on the soccer pitch or volunteering for YouVersion.
Amazing.