Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz, and even spread virally.
http://en.wikipedia.org/wiki/Guerrilla_marketing
I found this really good book in the library called 'Advertising is dead' where they had some really good examples of guerrilla advertising. It also explained different types and techniques that this type of advertising uses to put its message across to people.
1> INTRUSION > using places or objects as a carrier of the message.
2> TRANSFORMATION > the physical alteration of something real.
3> ILLUSION > communication that distorts our perception of what is real and what is not.
4> INFILTRATION > The use of people to penetrate and area.
5> STUNT > A difficult, unusual or dangerous feat.
6> INSTALLATION > the act of installing something.
7 > SENSATION > information conveyed through senses.
8 > INTERACTION > any communication in which the consumer is actively involved.
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