This telecommunications company made history with ONE smartphone… Here’s how!

Thursday: Gorillas of Guerrilla Marketing FROM THE DESK OF MILES EVERSON: Hi, everyone! Do you know why guerrilla marketing holds a special place in my heart? It's simply because this marketing strategy embodies unparalleled creativity and unconventionality. Guerrilla marketing campaigns provide opportunities for industry professionals to impress the public, foster interaction, and evoke genuine, organic reactions. Today, let's explore another remarkable application of this unconventional strategy. Continue reading as we present a guerrilla marketing campaign that sets a brand among record setters. Stay tuned for more insights below! CEO, MBO Partners Chairman of the Advisory Board, The I Institute

This telecommunications company made history with ONE smartphone… Here’s how! What’s a surefire way to create an unforgettable marketing campaign? Some would suggest composing a catchy jingle. Others might propose filming a tear-jerking commercial, or building a massive, public landmark. One mobile company did none of these things… … Yet, its campaign made history. The feat? Recording the world’s longest travel livestream! This remarkable achievement was earned by none other than… Talk N’ Text (TNT)! The Filipino telecommunications brand is known in the Philippines for its affordable cellular service offerings. For its campaign, TNT wanted to showcase the strength of its mobile internet service. So, on November 4, 2023, TNT launched the “Petmaloop Challenge.” This TikTok campaign was a travel livestream that involved 33 content creators. Their task? Using a TNT-powered smartphone, each of the participating content creators had to continuously stream travel destinations, food spots, and other interesting places in their hometowns before passing the phone to the next creator. The immersive experience showcased the appeal of various towns around Metro Manila. The livestream encompassed a remarkable 75 kilometers from Bustos, Bulacan before ending at the iconic Rizal Park in Manila. With the successful completion of the challenge, the livestream ended up lasting over 26 hours! But wait, there’s more The feat earned TNT the prestigious Guinness world record for the longest uninterrupted travel livestream on November 23, 2023. Moreover, the livestream, identified by the hashtag #petmaloopchallenge, amassed worldwide attention with an incredible 33.2 million views on TikTok. This stunning achievement not only amplified the brand's visibility, but also showcased diverse travel destinations. — TNT’s record setting campaign puts forward valuable lessons: First, the campaign aimed high, ultimately setting a historical record that will forever be associated with the brand. Thinking outside the box is a must to create an impactful and memorable campaign. Lastly, the campaign was bolstered by solid logistical planning and consistent teamwork across different locations. Without these, the livestream challenge would not have been possible, much less continuously stream for more than 26 hours. The best way to create an unforgettable marketing campaign is to be innovative. At the same time, it’s equally vital for marketers to coordinate a creative campaign on feasible logistics and a well-organized game plan. Remember: As renowned author Antoine de Saint-Exupery once said, “A goal without a plan is just a wish.” An ambitious marketing campaign takes painstaking effort and coordination, so thoroughly plan for every step of your campaign and collaborate with the right people! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.     Do you want to know how one guerrilla marketing campaign “matched” lonely hearts to their “fur-ever” homes in 2014? See it in next week’s article!