Betting on Guerrilla Marketing: An Investigation of the Impact of Outdoor Guerrilla Advertising by Paddy Power on the Brand Engagement of Irish Male Millennials
This research was conducted to investigate the effect outdoor guerrilla advertising campaigns have on the brand engagement of Irish male millennials. The research will be focusing specifically on guerrilla marketing campaigns conducted by Irish betting company, Paddy Power. There were three objectives to be addressed. The first objective was to investigate the effect of guerrilla marketing on brand engagement, while also identifying the factors that influence brand engagement amongst Irish male millennials. The second objective aimed to investigate whether guerrilla marketing influenced the participants purchase intention, while also identifying the factors that attributed to this. The third objective aimed to examine the role word of mouth marketing plays when it comes to raising awareness of guerrilla marketing campaigns. This research took a qualitative approach by using semi structured interviews in order to answer the research objectives. The sample was young Irish male millennials. A total of seven in depth interviews took place. A series of questions were asked and participants were shown three separate guerrilla marketing campaigns conducted by Paddy Power. The data collected was analysed using a thematic analysis approach. The findings show that brand engagement is encouraged by guerrilla marketing campaigns with humour, design and creativity being the influencing factors. The campaigns increased the participants purchase intention and all participants claimed they would partake in word of mouth advertising after being exposed to the campaigns.