Question

In an example of ________, Volkswagen set up a series of outdoor marketing experiences where they put the "Fun Theory" to the test. This is basically the notion that if you make it fun, people will do it. In one example, VW installed musical keyboard bars as stairs in a subway station. This is an example of:

A) sensory marketing.
B) stealth marketing.
C) guerilla marketing.
D) viral marketing.

Answer 1

Volkswagen's installation of musical stairs in a subway station as part of their marketing campaign is an example of guerilla marketing, aimed at engaging consumers in an unconventional, playful manner.

Step-by-step explanation:

In an example of guerilla marketing, Volkswagen set up a series of outdoor marketing experiences where they put the "Fun Theory" to the test. By installing musical keyboard bars as stairs in a subway station, they engaged users in a playful and unexpected way, which is a hallmark of guerilla marketing strategies. This tactic differs from sensory marketing, which focuses on stimulating the senses to influence behavior; stealth marketing, which attempts to market covertly; and viral marketing, which seeks to create content that spreads quickly online, often through social media platforms.

Answer: C) guerilla marketing.