Events & Experiences

Guerrilla & Experiential Marketing

Make People Stop, Stare, and Share

12 lessons4 modules9h 0m durationbeginner level

Instructor: StretchLearn Faculty

About this course

This course walks through the complete lifecycle of a guerrilla or experiential campaign — from insight and concept to execution and earned-media amplification. You will study real campaigns (Red Bull, Airbnb, Blendtec, IKEA) to extract repeatable mechanics, then apply those mechanics to your own brand context. By the end you will have a complete campaign brief, activation playbook, and measurement framework ready to pitch or execute.

Curriculum

Module 1: The Psychology and Mechanics of Guerrilla Marketing3 lessons

Why Guerrilla Works: Surprise, Pattern Interruption, and MemoryPreview45m
Guerrilla vs. Experiential vs. Ambient: Knowing the Spectrum🔒45m
Case Study Deconstruction: Campaigns That Earned Millions in Media🔒45m

Module 2: Concepting and Briefing Guerrilla Campaigns3 lessons

Insight Mining: Finding the Tension Your Activation Will Resolve🔒45m
The Campaign Concept Matrix: From Tension to Activation Idea🔒45m
Writing the One-Page Guerrilla Campaign Brief🔒45m

Module 3: Executing Experiential Activations3 lessons

Site Selection, Permits, and Safety Planning🔒45m
Staff Scripting, Training, and Interaction Design🔒45m
Real-Time Content Capture and Same-Day Amplification🔒45m

Module 4: Measurement, Amplification, and Scaling What Works3 lessons

Measuring Guerrilla ROI: Impressions, Sentiment, and Conversion🔒45m
Post-Activation Learning: Building a Repeatable Playbook🔒45m
Scaling Across Markets: Multi-City and Digital Extension Strategies🔒45m