Why Grassroots Marketing Works
My first experience with grassroots marketing was back in 2010, during Comic-Con. On top of the Marriot Marquis was a giant bath bubble blower, which dispensed man-shaped bubbles that fell all around its unsuspecting Comic-Con attendees. I was fascinated, and it didn't take me long to learn that this stunt was for the upcoming film SKYLINE (which eventually bombed in theaters but I hakuna matata, amiright?). From that time on, I looked for this type of marketing everywhere and truly believe that guerrilla/grassroots marketing can have some of the biggest impacts on its viewers (or should I say, experiencers).
While one might think this type of marketing is only suitable for huge events like San Diego's Comic-Con, it really is a universal form that any source can benefit from. Word of mouth is a powerful thing, and even having only one person see your strange promo set-up at a small dive bar could be plenty by the time she's done telling her friend who told her friend who told his friend and so forth.
Grassroots marketing works because of one reason: it stimulates. There are hundreds of thousands of ADs popping through our brains every minute, every hour, every day. For the most part, they go in one ear and out the other. However, the things you remember at the end of the day are the things that made you ask questions, feel confused, and then accomplished when you discover its origins. This accomplishment gives you a sense of ownership and a connection to the brand, film, item, etc being promoted and therefore makes you feel more inclined to enjoy it. It's a kinesthetic, visual, and tangible way for consumers to interact with your brand or product and for the entertainment industry, grassroots marketing has the ability to reinforce that "magic" we all know and love about the movies.
Just a thought :)