Sleepy Hollow Guerrilla Marketing in Chicago

Chicago Guerrilla Marketing features Headless Horseman for Meijer’s Mobile Guerrilla Marketing
Keeping along with the halloween guerrilla marketing theme, Meijer’s supermarkets ran a mobile integrated guerrilla marketing campaign using the headless horseman from the Johnny Depp movie, Sleepy Hollow.
In and around the Chicago area, posters went up informing people of a $1,000 reward for sightings of the Headless Horseman. Chicagoans were treated to a laser projection of an animated image of the headless horseman running through city streets, and beamed upon buildings, monuments and the night sky. The campaign’s primary call to action was mobile-based, using a text-and-win offer. Participants received the following message on their cellphones: Thx for locating the Headless Horseman! You are entr’d for a chance 2 win a $1000 Meijer Gift Card. +Save $10 off $75 @ Meijer.com Use promo code “herides.”
In and around the Chicago area, posters went up informing people of a $1,000 reward for sightings of the Headless Horseman. Chicagoans were treated to a laser projection of an animated image of the headless horseman running through city streets, and beamed upon buildings, monuments and the night sky. The campaign’s primary call to action was mobile-based, using a text-and-win offer. Participants received the following message on their cellphones: Thx for locating the Headless Horseman! You are entr’d for a chance 2 win a $1000 Meijer Gift Card. +Save $10 off $75 @ Meijer.com Use promo code “herides.”
Found here. However, according to this article here:
Not only did the company receive hundreds of text messages, but they also got TV, radio and print media coverage. Declaring it a success, the street team plans to repeat the work this Friday (October 24th) in Cincinnati.
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