Guerrilla marketing used to be easy to define. If a New Yorker happened to notice a Jeep Grand Cherokee driving up the side of a building near Madison Square Garden and stopped to watch, it was pretty obvious he'd been snared by a guerrilla stunt. But, of course, the obit has been written for the analog days. Budgets are tight, and the demand for immediate splash is enormous. The result of these realities has coalesced in the past year or so—guerrilla stunts with a decidedly social media bent.
