Unusual ideas that broke the internet
Ambush, Stealth, Ambient etc; different names yet a unified spirit; shattering norms through unusual marketing. Google Guerrilla marketing images and you’ll be amazed at the creativity that sparked unconventional success.
So be it IKEA transforming the stairs of a subway station into Piano keys, Red Bull sponsoring Felix Baumgartner’s free fall from the edge of space, or the hugely popular ‘Ice Bucket challenge from the ALS Association, there’s a wealth of case studies that broke the internet.
To put it simply, doing things unusually while submerging your brand’s messaging has compelled marketers to include guerrilla tactics in their mainstream game plans; regardless of the brand’s size, industry and style. Exactly why disrupting public places, conferences or digital spaces with memorable content is the new age weapon to cut through the noise and leave a lasting impact.
That’s not enough! Guerrilla Marketing can shoot social media engagement by 1000%.
That’s humongous! That’s true!
Just like guerrilla marketing knows no boundaries, so doesn’t web3; and that’s the powerful combination no one talks about enough. The sad part is - we have done a great job in technology with blockchain and AI but not enough innovation in marketing. That calls for a ‘something else’ approach while drawing the map for a web3 project; especially those waiting in the pre-IDO launch queue.
And why does your IDO project need it?... because normies are not your target audience.
Implementing non-dogmatic strategies to fetch greatest possible impact is not only innovative but syncs in easily with the atypical crypto audience. Here, we are discussing millions of ‘holders’ who, despite all the decade long drama’ challenged the norms, embraced crypto and are avidly looking for meaningful products.
Remember, the greatest case study of transforming the ordinary into an extraordinary experience is the ‘bitcoin’ . And the visionary community it propelled over the years can only be moved with ‘out of the box’ ideas.
What problems do IDOs face in the pre-launch phase?
Pre-launch IDO project founders walk the line of fire between upholding ethical standards and attracting qualified investors and users, all of it within the limited timelines. That’s not all.
There are funding constraints, stalled product developments, regulatory repercussions and poor tokenomics design to name a few. However, it is the fear of poor positioning that brings them to us. Here’s a quick run through the key challenges that IDO pre-launch projects face:
Frustrating Marketing Budget
Pre-IDO projects often operate in constrained budgets thereby making it difficult to experiment with expensive promotional channels and mass-impact marketing strategies. Amidst the pressures to produce impact in limited timelines to the launch, founders have to embrace the Guerrilla mindset and think out of the box techniques.
Quick guerrilla hack: A quick example would be to wear brand T-shirts with a cryptic message in an event. That’s the most cost effective and the easiest guerrilla shot.
Information Overload for the investor
In a sea of whitepapers and project announcements, IDO launch will definitely be difficult. With numerous projects vying for attention, it is more than imperative to firstly differentiate your USP and then craft a comprehensive marketing game plan for apt positioning. Think about cutting through the clutter and pique the interest of the investor, despite the information overload.
Quick guerrilla hack: To overcome this challenge, the project organizes guerrilla marketing activities like surprise pop-up events or street art installations in major crypto hubs. These unconventional tactics create memorable experiences for potential investors and help the project carve out its own unique identity in a crowded market.
Community ‘not’ building
The chain reaction of limited marketing and unlimited competition further leads to sluggish community growth. After all, even the most proactive crypto adopters can’t signup for every project and community. It's here that founders and their marketers are unable to find ‘that’ spot in the business and attract qualified holders. On top of it, bombarding content in Telegram, Discord or other platform groups followed by unethical practices of engagement farming is,.... ‘Pathetic’.
Quick guerrilla hack: To address this, founders should take the lead and host AMA sessions, participate in other’s AMAs, webinars and all virtual meetups. Slice out as much traction as you can in a limited or no budget. By staging meaningful discussions and insights, the project creates a sense of relevance, belonging and excitement in the community. Good returns are confirmed.
The uphill battle for trust & credibility
Hate but better accept it - people including investors and users judge web3 projects. 80% of web3 users cite lack of trust as the primary factor to ignore a project. Due to past scams (the horrors of 2017-18 are still afresh), IDO projects succumb to skepticism and end up fighting an unpredictable enemy - lack of trust! Despite a principled approach to adopt transparent communication, updating the community regularly, coming clearer on social profiles, IDO founders have lost the game of legitimacy.
Quick Guerrilla Hack: To combat skepticism, host (yes again) a live Q&A session with the project founders to address community concerns transparently. Additionally, organizing meetups or webinars where potential investors can interact directly with the team and witness the project's progress firsthand could bolster credibility. Leveraging user-generated content, testimonials, and success stories shared by early adopters on social media platforms can further validate the project's legitimacy and foster trust among investors.
Guide to Guerrilla marketing: A Pre-Launch IDO Product
No two crypto brands are identical, and neither should their guerilla marketing campaigns be.
We’d love to organize a large-scale crypto raid to events and conferences breaking into extempore performances. But wait! It's always wise to resist the temptation, test the waters. Here’s a comprehensive controlled budget and high impact guerrilla marketing plan. For easier explanation,we are assuming a DeFi crypto product called ‘AirLyft’ (Yes we can’t move over this name).
Airlyft Viral Campaign: "Crypto Unleashed"
Objective of the Campaign - generate massive buzz
- Build a highly engaged community of crypto enthusiasts and early adopters
- Drive widespread sharing and viral growth across social media platforms
- Create an air of exclusivity and FOMO around the Airlyft IDO
#1 AR Crypto Art Scavenger A budget friendly campaign to introduce Airlyft’s token through an engaging scavenger hunt using AR and the street art. Here’s what to do:
- Collaborate with local artists to feature the product via AR enabled graffiti artworks. Integrate QR codes within the graffiti, accessible through built-in scanning mobile apps.
- Surprise installations of the AR graffiti in cost-effective locations across high-traffic areas.
- Launch cryptic teasers through intriguing social media posts, using #AirlyftArtHunt to trigger anticipation and engagement. Participants use their smartphones to scan the QR codes embedded within the murals, unlocking hidden messages, prizes, or clues.
- Offer cost-effective rewards such as Airlyft-branded merchandise, digital badges, or limited-edition NFT collectibles to participants who successfully complete the scavenger hunt.
#2 Hack the Vault Challenge
- Tease the challenge with mysterious social media posts and cryptic QR codes, utilizing #AirlyftVaultHack to build anticipation and curiosity.
- Execute attention-grabbing stunts like "hacking" digital billboards to generate buzz and spark conversation among passersby with unexpected guerrilla marketing tactics.
- Host live hacking attempts on AirLyft's platforms, allowing viewers to witness the action and showcase AirLyft's security measures in real-time, enhancing trust and transparency.
- Recognize top participants with exclusive NFTs and job opportunities, highlighting their skills and demonstrating AirLyft's commitment to security.
- Share highlights and participant stories to maintain momentum, fostering ongoing discussion and trust in AirLyft's security capabilities.
#3 Viral Content Challenges
- Launch surprise mini-challenges with short timeframes, such as "Airlyft's Flash Creativity Blitz," where participants have only a few hours to create and share content.
- Set unconventional themes or prompts that spark curiosity and encourage participants to think outside the box, such as "Create a meme that illustrates the wildest crypto conspiracy theories."
- Offer unexpected rewards that align with the project's theme, like exclusive NFT drops or invitations to secret virtual events, enhancing the element of surprise and excitement.
#4 Cryptic Puzzle Challenges
- Use guerrilla distribution tactics to install QR codes in physical locations with maximum footfall from the crypto community; blockchain conferences, meetups, and others.
- Reward winners with exclusive NFTs representing digital assets within the AirLyft ecosystem, granting access to otherwise gated platforms features or priority participation in the upcoming IDO.
- Encouraging participants to share their progress and collaborate with others to solve the cryptic puzzles; injecting excitement within the community.
Needless to say, memes will form an integral part of the content strategy here.
Let's distill the roadmap
| Date | Activity |
|---|---|
| Day 1 | Launch teaser posts on social media |
| Day 2-5 | Finalize AR graffiti designs and locations |
| Day 6 | Surprise installation of AR graffiti |
| Day 7-10 | Social media promotion of scavenger hunt |
| Day 11-15 | AR Crypto Art Scavenger Hunt |
| Day 16-20 | Tease "Hack the Vault Challenge" |
| Day 21-25 | Host "Hack the Vault" live hacking event |
| Day 26-30 | Recap and share highlights of challenges |
KPIs to expect from the campaign
Always a sane thing to keep track of progress and the efforts behind. To measure the effectiveness, include the below KPIs:
- Social Media Engagement: Vanity metrics, Impressions, Queries, etc.
- Website traffic, leads, conversions, bounce rates, etc.
- User generated content - reshares, comments, participations etc
- IDO registrations, queries, search results etc
Other key factors to consider
- Target platforms and communities - earned, owned and bought
- Influencer partnerships - macro, mega and micro.
- Street teams and performance resources
- Partner products, collaborations, co-marketing activities etc.
- Full stack content production and distribution strategy
- Tech stack - AR/VR, token standards
- Regulatory compliance and other legal considerations
- Budgeting and resource allocation
- Risk mitigation plans
We asked ChatGPT to suggest Guerrilla marketing ideas for IDO projects
We asked AirLyfters to suggest Guerrilla marketing ideas for IDO projects
Mass marketing tactics? We're better than that!
Forget the tried and tested! Standing out in the crypto realm demands a bold detachment from the mundane advertising. It can only be achieved by embracing a Guerrilla mindset and storming the communities with unconventional communication. Someone had to take that initiative in web3 and that’s how Airlyft was formed. We are closely working with IDO projects to ignite their Guerrilla warfare. We bet you want to forge your own trail.