StretchLearn Course
A hands-on guerrilla marketing system: ambient placements, street activations, shareable stunts, and the earned-media engine that multiplies them.
Course Overview
This course teaches guerrilla marketing as a repeatable discipline rather than a lucky one-off. You study the canonical campaigns (Fearless Girl, IKEA, Burger King, Coca-Cola Happiness Machine), learn placement and permission realities, and build a full campaign from concept to press outreach to measurement. Every lesson uses named tactics, real numbers, legal guardrails, and worked examples you can adapt to a tiny budget.
Learning Outcomes
Apply Jay Conrad Levinson's guerrilla principles and identify which of the seven guerrilla types fit a goal
Generate disruptive campaign concepts using the surprise, scale, and context-mismatch idea triggers
Plan ambient and street placements with permits, public-space rules, and brand-safety guardrails
Engineer shareable stunts with a built-in capture, hashtag, and call-to-action loop
Amplify a campaign into earned media with press kits, journalist outreach, and influencer seeding
Measure reach, earned-media value, and cost per impression to prove ROI on a small budget
Curriculum Preview
Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.
Before you run a stunt, you need the worldview and the rules. This module covers Levinson's original principles, the difference between guerrilla and viral, and where this approach wins versus where it backfires.
This module covers the workhorse formats of guerrilla marketing: ambient placements that hijack everyday surfaces and street activations that put your brand into people's path, including the permits and safety rules that keep them legal.
This module is about designing for shareability on purpose. You learn the psychology of why things spread, how to build a capture and amplification loop into the stunt itself, and how to combine the physical and digital so a local moment reaches a global feed.
A stunt is only half the job. This final module turns activations into earned media through press outreach and influencer seeding, then shows how to measure reach and earned-media value so you can prove ROI and run guerrilla as an ongoing program.
Built for Application
This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.