Guerilla Marketing - Ice Sculptures & Advertising

I recently travelled to Ottawa to visit family and friends. I was extremely ecstatic when I learned Winterlude was taking place while I was in town. I remember as a child seeing the unique ice sculptures and skating on the canal; the beaver tails and play structures made of ice. However my recent visit to Winterlude left me in astonishment. I saw interesting guerilla marketing tactics by Beavertails, Rodgers, and the Ottawa Art Gallery. 

 

          

It is extremely interesting to see how brands are now finding intricate ways of interacting with consumers. Samsung had an ice sculpture depicting their latest smartphone where consumers could have their picture taken inside the screen of the ice phone. Not only was this a brilliant strategy to attract consumers to their product tent, but it also created mass awareness. Participants posting their ice phone photos on sites such as Facebook and Twitter help boost awareness amongst the Y Generation. Rogers created a full ice home that featured their latest home security system and phones. On the canal, Beaver Tails had their logo carved out of the ice near their concession stand, which had skaters taking pictures and grabbing a bite to eat. The interesting tactic that Beaver Tails used was the rough ice around leading to the logo to warn skaters and lead them to the concession stand.