In 1984, Jay Conrad Levinson wrote the first edition of his landmark book, Guerrilla Marketing. In it, he outlined a strategy where small upstart companies could finally compete with the big boys.

The love affair that we share with our mobile devices can be summed up with a goofy Jerry McGuire line: "You complete me." Marketing professionals understand the intimate connection that exists, and work every day to capitalize on the marketing potential of mobile.

I remember first learning about the term, "Guerrilla Marketing", in my college Advertising classes. I liked it, because it meant being unique, creative, non-traditional, and not being restricted to a blank slate of paper. The case studies we looked at were typical guerilla marketing tactics - unique use of the advertiser's product in a public setting, or the use of "street teams" to represent the product. I really thought this was the extent of guerilla marketing, until recently, when I came across an article on Revolver's website, titled "FORMER NIN DRUMMER OFFERS THE OPPORTUNITY TO TAKE SHROOMS, DRIVE LAMBORGHINI." I had to see what kind of marketing gimmick this was.