Yoga models from Lululemon Athletica pose at the Third Street Promenade on Saturday, April 12, 2008. Lululemon Athletica was promoting their free community yoga classes. Guerilla marketing, coined by Jay Conrad Levinson, is unconventional marketing intended to get maximum results from minimal resources.These campaigns all focus on creating a buzz around a product or service; it's then passed on by word of mouth as people talk about in pubs.