My next Guerrilla Marketing stunt is a very simple one. It was done by the airline company KLM. To promote their Economy class, they placed a man in the middle of an airport. The man seemed to be sitting on nothing but air. Of course that was just an illusion, underneath his clothes was a chair shaped like the man. But a lot of people and especially children stopped to take a look at the man. Some passengers took photo's of the man, others tried to feel under him, as if there could be an invisible chair underneath him.
I'm not really enthusiastic about this stunt. I don't think the stunt was noticeable enough. If you're going on a trip or coming back from one you have a lot of other things on your mind. I don't think a sitting man is outgoing enough to be remembered. And even if they remembered it, they are probably wondering about how that man was sitting, and not about the Economy class of KLM.
I do believe it falls into the category of Guerrilla Marketing. It is a cheap and unexpected way to promote a service. I just don't believe it really created the buzz that a Guerrilla Marketing stunt often gets. And I think a stunt isn't successful until a lot of people talk about it with others. This is the way to check if a Guerrilla Marketing stunt actually had the effect the company had intended.
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