ABC's online service applies guerrilla tactics

Pollack, Judann
March 1999
Advertising Age;3/1/1999, Vol. 70 Issue 9, p1
Trade Publication
This article reports on the guerilla marketing campaign launched by ABCNews.com in New York City as of March 1999. The online news service is taking it to the streets to reach office workers, who studies show are going online in unprecedented numbers to keep up with breaking news during the day. Thus the towering images of prominent newsmakers such as U.S. Secretary of State Madeline Albright, Attorney General Janet Reno, and others that will wrap every-other-city bus in New York for a month. In cheeky style, the copy connects both the newsmaker and the act of checking out news via computer. The unifying tagline is ABCNews.com Ready when you are.


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