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Your Ad Here: the Cool Sell of Guerrilla Marketing University of Pennsylvania ScholarlyCommons Publicly Accessible Penn Dissertations Fall 2010 Your Ad Here: The Cool Sell of Guerrilla Marketing Michael Serazio University of Pennsylvania, [email protected] Follow this and additional works at: https://repository.upenn.edu/edissertations Part of the Communication Technology and New Media Commons, Critical and Cultural Studies Commons, and the Public Relations and Advertising Commons Recommended Citation Serazio, Michael, "Your Ad Here: The Cool Sell of Guerrilla Marketing" (2010). Publicly Accessible Penn Dissertations. 285. https://repository.upenn.edu/edissertations/285 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/edissertations/285 For more information, please contact [email protected]. Your Ad Here: The Cool Sell of Guerrilla Marketing Abstract This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21st century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and audience cynicism, marketers are increasingly exploring new and re- imagining old ways of communicating brand messages and managing consumers. By studying the practice of guerrilla marketing – the umbrella term here for an assortment of product placement, outdoor alternative-ambient, word-of-mouth, and consumer-generated approaches – we can better understand an emergent media environment where cultural producers like advertisers strategize and experiment with the dissemination of information and the application of persuasion through covert and outsourced flows. Their creative license is remarkable not only in terms of content but equally that of context: expansively reconfiguring the space typically partitioned for commercial petition. As befitting a public relations mindset, the guerrilla message they seek to seed travels bottom-up, through invisible relay, or from decentralized corners so as to subtly engage audiences in seemingly serendipitous ways. Through a close examination of emblematic campaign examples, trade press coverage, and in-depth interviews with prominent practitioners, this project peels back the curtain on a form of cultural production that reworks the conventional archetype of mass communication and rethinks how consumers might be managed. Drawing upon Foucauldian theory that conceptualizes an active subject rather than a form of domination that has often defined the use of power, I argue that this is a regime of casual, if not “invisible” consumer governance that accommodates yet structures participatory agency; self-effaces its own authority and intent through disinterested spaces and anti-establishment formats; opens up the brand-text as a more flexible form; and democratizes in favor of heterarchical collaboration. It is, in short, advertising that tries not to seem like advertising. By studying the inspirations, machinations, and designs behind these campaigns to uncover and map the institutional discourse and cultural logic at work, I identify and analyze common themes of power and practice that animate otherwise disparate advertising executions and help redefine media industries. Degree Type Dissertation Degree Name Doctor of Philosophy (PhD) Graduate Group Communication First Advisor Barbie Zelizer Second Advisor Katherine Sender Third Advisor Joseph Turow Keywords marketing, advertising, branding, cultural production, new media, consumer culture Subject Categories Communication Technology and New Media | Critical and Cultural Studies | Public Relations and Advertising This dissertation is available at ScholarlyCommons: https://repository.upenn.edu/edissertations/285 YOUR AD HERE: THE COOL SELL OF GUERRILLA MARKETING Michael Serazio A DISSERTATION in Communication Presented to the Faculties of the University of Pennsylvania in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy 2010 Supervisor of Dissertation ______________________________ Barbie Zelizer, Raymond Williams Professor of Communication Graduate Group Chair ______________________________ Katherine Sender, Associate Professor of Communication Dissertation Committee Joseph Turow, Robert Lewis Shayon Professor of Communication Katherine Sender, Associate Professor of Communication Your Ad Here: The Cool Sell of Guerrilla Marketing COPYRIGHT 2010 Michael Serazio iii ABSTRACT YOUR AD HERE: THE COOL SELL OF GUERRILLA MARKETING Michael Serazio Barbie Zelizer This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21 st century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and audience cynicism, marketers are increasingly exploring new and re-imagining old ways of communicating brand messages and managing consumers. By studying the practice of guerrilla marketing – the umbrella term here for an assortment of product placement, outdoor alternative-ambient, word-of-mouth, and consumer-generated approaches – we can better understand an emergent media environment where cultural producers like advertisers strategize and experiment with the dissemination of information and the application of persuasion through covert and outsourced flows. Their creative license is remarkable not only in terms of content but equally that of context: expansively reconfiguring the space typically partitioned for commercial petition. As befitting a public relations mindset, the guerrilla message they seek to seed travels bottom-up, through invisible relay, or from decentralized corners so as to subtly engage audiences in seemingly serendipitous ways. Through a close examination of emblematic campaign examples, trade press coverage, and in-depth interviews with prominent practitioners, this project peels back the curtain iv on a form of cultural production that reworks the conventional archetype of mass communication and rethinks how consumers might be managed. Drawing upon Foucauldian theory that conceptualizes an active subject rather than a form of domination that has often defined the use of power, I argue that this is a regime of casual, if not “invisible” consumer governance that accommodates yet structures participatory agency; self-effaces its own authority and intent through disinterested spaces and anti- establishment formats; opens up the brand-text as a more flexible form; and democratizes in favor of heterarchical collaboration. It is, in short, advertising that tries not to seem like advertising. By studying the inspirations, machinations, and designs behind these campaigns to uncover and map the institutional discourse and cultural logic at work, I identify and analyze common themes of power and practice that animate otherwise disparate advertising executions and help redefine media industries. v Table of Contents I. Introduction: Buying into the Cool Sell 1 II. The Ambient Governance of Advertainment: How Brands Co-Author Content 95 III. The Street Spectacle of Subculture Jamming: How Brands Co-Opt Cool 143 IV. Buzz Agency and the Regime of Dialogue: How Brands Conscript Conversation 197 V. Crowd-Source Marketing and the Freedom to Labor: How Brands Commandeer Creativity 249 VI. Conclusion: Managing Agency in the Regime of Engagement 292 Appendices 320 Bibliography 326 1 Introduction: Buying Into the Cool Sell “Cool is the opiate of our time.” – Kalle Lasn (1999, p. 113) For much of the 20 th century, advertisers relied upon the conventional weaponry of the mass media to deliver their commercial payload: newspapers, magazines, radio, television, and billboards structured that information environment and routinely provided the primary venues for the placement of paid advertising. Within that environment, advertisers often jockeyed for attention in predictable, delimited contexts through persuasive campaigns that could be clearly and openly identified as such, even as public relations, a related field with similarly persuasive designs, pursued a very different course of action upon others’ actions. At the dawn of the 21 st century, however, in response to changes in technology, markets, commercial clutter and audience cynicism, that traditional model of advertising continues to evolve and blur with its industrial cousin. Given those challenges and linkages, the premium placed on generating publicity through alternative means, and the broader theoretical struggle between power and agency, various sectors of the advertising industry have explored new and re-imagined old techniques of communicating their messages and managing consumer audiences – and in doing so, bleeding out promotion from what are typically more confined, readily apparent media spaces. These innovations and reinventions – many reflecting that ethos of public relations – proffer a solution to an 2 industry in turmoil by deploying crafty commercial appeals often intended to slide “under the radar” of unsuspecting audiences. This dissertation examines this most recent environment through a host of evolving strategies for crafting the advertising message. It targets techniques so as to uncover and map the institutional discourse and cultural logic that make newer patterns in “invisible” consumer governance a necessary part of paid advertising: that is, the subtle way in which desire is managed, consumption is activated, and subjects are disciplined to shop has become, more than ever, an integral, concocted part of the commercial payload. Because such governance is inescapably fraught
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