What elements of the promotion mix do you think guerrilla marketing relies on the most to be successful?

Doritos used a guerrilla marketing campaign in which product images were projected on the sides of the buildings while inviting viewers to text message their flavor preference. How do such tactics fit within an overall integrated marketing communications approach to the brand's target audience? What other IMC approaches might best complement the Doritos strategy?

According to the AIDA model, buyers pass through different decision processes on their way to making a decision. Assuming the cups in the dispenser contain a message to visit the organization's website, what are the promotional steps needed to take individuals through the AIDA model to the point where people are willing to donate money or their time to the cause promoted by Water is Life?