Marketing Lesson from the Guerilla Drive-In

There is a nice appreciation of the group, Guerilla Drive-In, which holds “secret” screenings of movies project in 16MM from the back of a motorcycle sidecar.

Making things even more interesting, is what one has to do to become a member of the audience:

The process to gain admittance to the GDI’s member list is an adventure in and of itself. Prospective members need to find the “MacGuffin” – an orange Pelican case filled with an AM transmitter, wired to an ex-Retropod Sony Sports Walkman, playing a continuous-loop answering machine cassette that plays the secret access code needed to join. After finding the MacGuffin, you have to take a picture of yourself with it, email the access code and picture, and you’re in. Once on the list, details on how to get to the screenings are sent out the week of the showing.     LINK

What I find most fascinating, and the lesson here for all marketers, is that GDI isn’t showing movies that are hard to find.  Recent screenings include Caddyshack and Meatballs, movies easily found online or on DVD.  Yet, because they have made it a fun challenge to become a part of their secret society, people are willing to jump through quite a series of hoops just to be there at end.

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