Guerrilla marketing ambushes the viewer and grabs their attention when they least expect it. Viral marketing is advertising that you voluntarily pass around because it’s cool, not necessarily because you want to help build publicity…
The reaction to a viral guerrilla campaign is often what defines the whole experience. A well-received viral campaign that is straightforward and obviously trying to sell you something may be moderately successful. But a guerrilla campaign that fools a lot of viewers into thinking it’s not an ad? That tends to tick people off.
And what do ticked-off people do? They tell other people.
– WebUrbanist, Guerilla Marketing vs. Viral Marketing, part of a 6-part series on guerilla marketing.
via elspeth jane