Non-traditional ways of propagation of products, services and ideas use unusual expressions and techniques, aiming to create unique surprise and sensation. It also reaches for new technologies, including video-tech, virtual reality and the technology of augmented reality. At the same time, one of the common forms of guerilla marketing are original poster installations (often called stickers), which can contain logo, text or illustrated materials, but especially a QR code, which takes a user to a new digital space. These are often found in public transport, at building entrances, on traffic signs for pedestrians and elsewhere in public space which are known to be frequented by a high number of people daily.

Media, which are the carriers of the message, also use new technology. They act as a middling position and mediate interaction, activating the recipient. Technologies can improve sensory aspects of the message and so deepen the experience. Technologies that interact with environment are used as an integral part of modern communication with environment (Čábyová, 2009). Among these, Bluetooth and other wireless technologies can be counted, but also the technologies that utilize motion sensors and other forms of sensory tech.

A technical example of the combination of digital technology and reality is the beamvertising. Beamvertising is a static or animated messaged projected on walls using a projector. One of beamvertising forms is called 3D-projecting, which is considered to be one of the most advanced techniques. An animated image is projected on a wall while integrating all aspects of the building’s architecture into it. Thanks to this synergy, the projected message seems to be three-dimensional, as it works with the 3D space it is exposed in.

The same principle is applied in the video-mapping, alcohol Bacardi (Daniela Krautsack,
2011, online), where we see digital mapping of urban buildings, water video-mapping, auto BMW (JCDecaux, 2012, online)., where we can see the water video-mapping technique, which projects messages on a water wall.

The following examples show a case, in which video-projection and digital technologies were used in beneficial campaigns and for charity. In a cinema in a German town called Düsseldorf, an installation was built, during which the visitors were able to experience the life of a homeless person through their sense.

The air-conditioning in the cinema brought the temperature down to 8° C, effectively mimicking the temperatures commonly experienced on the streets. At the same time, a documentary film displaying everyday lives of the homeless was played in the cinema. Visitors also received blankets with sown-in QR-codes, which served as a financial gateway for donors to use – using the QR-codes from their blankets, watchers of the documentary were able to immediately donate to the cause.  Media campaign by the Fiftyfifty organization aiming to aid the homeless. (Lum Ryan, 2013, online).

The QR-code technology is connected to the mobile tagging practice, which is another form of mobile marketing communication that enables users to access more pre-generated, ideally exclusive content through their own personal devices. Not all of this content needs to be new, since the QR-codes could for example just be gateways to websites domains, in accordance with the aims of the marketer. One of the most spectacular examples of this practice was the first anniversary of the Chinese streaming service Bilibili, which celebrated conclusion of the first year of a popular video-game called Princess Connect Re: Dive by sending out more than 1500 drones, which formed a giant QR-code in the sky in Shanghai. (Phillips, 2021). Media campaign of the Chinese streaming service Bilibili during its first anniversary. (OrTinger, ed. Roselle, 2021, online).