Todd Wasserman examines how marketers are using technology such as GPS, QR ("Quick
Response") codes and augmented reality. Robert Clara looks at how marketers on both coasts are commandeering rundown buildings for installations that seem like street art. Noreen O'Leary shines a
light on "guerrilla do-gooding" -- a trend toward altruistic projects that, perhaps, began in 2006 with the Charmin public rest room in New York City and extends to social causes such as Tide "Loads
of Hope" promotion after Hurricane Katrina.
Then, of course, there's the increasing use of social media. "Community experience became a happening with guerrilla things like T-Mobile with its 'Hey Jude' sing-along," Sam Ewen, founder and CEO of guerrilla firm Interference, tells O'Leary, who points out that social media is becoming a natural extension of guerrilla strategies everywhere.