The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla-marketing campaigns are unexpected, unconventional and potentially interactive. Consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz and consequently turn viral. Whenever possible BRITE works to create fun initiatives that engage prospects and promote the practice.