Guerrilla Marketing is the choice of every brand. It’s fun, engaging and low budget versus other channels. There is some risk involved, but it is often surpassed by the results (and of course outweighed by a huge budget saving).
Wikipedia catalogs it as an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level.
Above GuerillaComm.com has some good examples of effective Guerrilla tactics at an obviously low cost. Of course such examples would be unlikely to attract much publicity for your brand. This is where a good brand marketing team will have a multi-channel marketing approach bringing it to the attention of wider media publishers and audiences.
Guerrilla Marketing is often misunderstood for a requirement of outdoor placement. Not so as the above example illustrates (although this was used as a billboard ad too). 78 percent of millennials are more inclined to become part of a brand if they have the face-to-face interaction offered by Guerrilla Marketing.
Further reading / Attribution: http://www.creativeguerrillamarketing.com/guerrilla-marketing/50-awesome-guerrilla-marketing-ideas/
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YouCom Media News, Apr 2016, London, ‘Guerrilla Marketing the Brand’s Choice.’