Making a giant eye, primarily for fun, by no means makes us experts on guerilla marketing, but (spamming questions aside) it leads to an interesting thought: where were the big companies in all of this?
Where was McDonalds with its truck load of Big Mac’s at Bondi Beach creating an image of the world’s largest group of hamburger eaters? Why didn’t Milton Bradley create the world’s largest twister game on the world’s largest twister mat?
Here are our thoughts why:
1. Ideas like this would get laughed at by many companies.
2. The decision to do something like this would take too long at a large company, too many people would need to be involved. We heard about the idea on Tuesday and were on a plane Thursday night.
3. Given large companies have a base reputation to protect, there are risks involved. Much of our press was negative.
4. Large companies are much more susceptible to bad press. Take Wal-Mart and Microsoft. In their growth phase, both were loved by the press, but as they grew, so did the negative press, to the point they are at now where they can’t do a thing right.
5. Given the barriers caused by the above, how the hell does a large company motivate its employees to spend their own time brainstorming and planning an idea all week, then get up at 4am on a national holiday to execute it? It’s tough and they didn’t. They hire advertising agencies to try and do it for them, but they sometimes struggle with the same problems and need the client’s approval before doing anything, meaning the decision to act would take too long.
As Seth Godin says, small is the new big.