Microsite in Guerrilla marketing

A microsite is a web site with features that usually combine features of a landing page, the page that appears when a potential customer clicks on a link, and a traditional web site. They are designed to function as a supplement to the primary web site and typically provide specialized information. Micro sites often have their own domain, and they are frequently used when in-depth information about a new or specific product, service or technology is supposed to be communicated to the target audience (TopSide Media, 2009).  Micro sites can also be used as landing pages for paid search or pay-per-click (PPC) advertising, which is textual form of advertising placed mostly on search engines and portals.

Micro sites have become very popular and they are highly used for promoting new products and services often with participation of other media. Micro sites are not usually bounded by required corporate standards and therefore high level of creativity and innovation may be put in place. Regarding guerrilla marketing, micro sites can be very useful channel for efficient guerrilla campaign - innovative, creative, shocking and completely unexpected.

An experiential website of new Škoda Octavia

Image 12 The New Skoda Octavia microsite, Skoda Company, visited on August 8, 2009 on http://new.skoda-auto.com/cze/model/newoctavia/look/microsite/

The example of microsite called New Skoda Octavia, launched in 2009 by Skoda Auto company, the car maker owned by Volkswagen, is an experiential website with objective to attract attention of the broad public audience of the Czech potential customers and provide such online environment that would enable the visitors to get experience of how the new Skoda Octavia car is made, what are the unique features and unique selling propositions. The website contains fully interactive 3D space with music, games and information about the product and relevant services. The website is an example of experiential guerrilla marketing on Internet that includes all the principles of guerrilla marketing in some extent. The website is used to create awareness (attention), and raise interest and desire by using the website. Following company´s activity should ensure that following procedures and marketing activities will made easy of action possible and that the website therefore help to increase sales of the products.

How can an e-mail work for a Guerrilla campaign?