Kendall Jenner Visits Midwestern Colleges: A Great Business Move

As a student at UIUC, I did not expect to open Instagram and see one of my classmates smile enthusiastically with 818 Tequila in hand and Kendall Jenner in the background. Clad in a blue Ralph Lauren baseball cap, white top, and belted Mom jeans, Kendall Jenner herself was serving her tequila to eager students at Kam’s in Champaign, Illinois.

https://www.instagram.com/p/CwyPJRYOMu-/

As Kendall Jenner returns home from the Forbes Under 30 Summit in Cleveland, Ohio, she continues to prove her business prowess by taking an unexpected detour through the Midwest. By combining a guerrilla marketing campaign with star power and a little bit of chaos, she created the perfect way to reach Gen Z.

Guerrilla Marketing

Guerrilla Marketing is defined by Investopedia as “company uses surprise and/or unconventional interactions in order to promote a product or service”. Guerrilla marketing relies on creativity, ingenuity, and a unique approach to capture the audience’s attention. This strategy typically eschews traditional advertising methods and instead employs unconventional, often low-cost tactics to create a memorable impact.

Guerrilla marketing campaigns are characterized by their unexpectedness and the element of surprise, aiming to generate…