Eye-catching: Saddam Hussein is seen in banner ads for ABC's online service.-ABC'S ONLINE SERVICE APPLIES GUERRILLA TACTICS: ADS TARGET NEWS-HUNGRY WORK CROWD.

Advertising Age, March, 1999 by Pollack, Judann

New Yorkers who ride the bus, quaff coffee or pass by a construction site this week will be confronted with some surprising ad spokesmen: Fidel Castro, Saddam Hussein and Nelson Mandela.

Those newsmakers figure prominently in a new "guerrilla marketing" campaign for ABCNews.com hitting the Big Apple. 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.

SECONDARY SOURCES

"Ten years ago, people came to work with coffee and a newspaper. Now they are going to secondary sources for news," said Frank Henson, VP at J. Brown/LMC's Internet division, Solutions Marketing Group, Stamford, Conn., which created the campaign....

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