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Which clippings match 'Guerrilla Marketing' keyword pg.1 of 1
16 NOVEMBER 2008

Giant Corporation Insinuates Itself Through Guerrilla Tactics

"Microsoft unleashed a swarm of large adhesive butterflies in Manhattan.

They settled yesterday morning on sidewalks and doorways; traffic signals, stop signs and planters. They alighted on the bluestone paving around Grand Army Plaza and the granite corners around Grand Central Terminal.

Their blue, green, orange and yellow wings had spans of 12 to 20 inches, the larger ones accompanied by a caption –– 'It's better with the Butterfly' –– advertising Microsoft's new MSN 8 Internet service.

'This is nothing more than corporate graffiti,' said Vanessa Gruen, director of special projects for the Municipal Art Society, a civic organisation that has long battled commercialisation of public space. 'It's no better than all those kids out there tagging subway cars.'
A single summons was issued, with a [US] $50 penalty, though each butterfly could have been subject to a $50 fine, said Tom Cocola, the assistant commissioner for public affairs at the transportation agency. He said the city's chief goal was seeing to it that the decals [slickers] are removed.

Microsoft, for its part, insisted that it was authorised to place the decals."
(David W. Dunlap, New York Times, October 25, 2002)

[Pioneering example of guerrilla marketing tactics employed by Microsoft across Manhattan in 2002.]



Simon Perkins

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