As the sun began to rise on September 6th, six employees of an Australian e-commerce business Alphatise waited for an Apple’s flagship store in Sydney to open. Because the purportedly revolutionary smartphone’s release was scheduled to coincide with the rising of the sun, this meant that the first iPhones would be released at this store…to members of Alphatise.
In what Smart Company deemed a “guerrilla marketing coup,” Alphatise’s chief executive Paul Pearson had hijacked the global launch of the iPhone 6 in order to entice users to interact with the site.
WHY GUERRILLA MARKETING IS REALLY JUST AN EVOLVED FORM OF CONTENT MARKETING
