Guerilla Marketing can be low brow - or high end.
Girls in Tokyo handing out samples of Mild 7 Light cigarettes - this is stereotypical vision of guerilla marketing. Or, wild postings on street lamp poles or construction sites, which actually contributed to the success of Cafe Haiku in the San Francisco media market. See me on KRON TV here.
But there's a high touch way of looking at this.
Imagine you have a technology that you would like famous architects to considering using in the opera houses they are designing around the world. How would you reach them and get them to pay attention?
The answer: we offered to fly Zaha Hadid on a private jet to the opening of an opera house in the Canary Islands and to have her home by bedtime, knowing very well she would most likely turn us down. It worked.