Clever grassroots marketing has its place

I was recently at UNLV serving as a Career Day speaker for one of my favorite professor’s journalism students. Before I entered the class, I stopped in the restroom. Hanging in each of the stalls was a beaded necklace sporting a cardboard square reading:


Side one:

Hey, I just met you

& this is crazy

But here’s my number

Side two:

Call me maybe…


Side two also had a QR code.

Perhaps it’s my general curiosity, or my journalism background, or my career in marketing/public relations, but they had me. I’ve enjoyed reading about how different people and organizations have threaded Carly Rae Jepsen’s wildly popular lyrics into their marketing efforts – whether it’s guys marketing themselves to women or businesses marketing to consumers – and wanted to see what this was about.

I snagged the necklace and checked out the QR code, which led me to a website for the apartment building near campus. Clever.

Overall, the piece was a little disjointed – the necklace (random), the “I just met you” part when the necklaces were presented with no human interaction (not quite fitting), the lack of continuing the theme on the website itself (lack of follow-through). However, it did do its job, at least in my case. It got me to their website on the cheap, and that’s all it really needs to do. After that, it’s the website’s job to take the baton.

All in all, a fun grassroots marketing tool. I approve. What’s a guerilla marketing technique that caught your attention recently?

Melissa Biernacinski serves as Director of Media Relations for Imagine Communications. Contact Melissa at 


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