So a graffiti artist, a business owner and a digital marketer all walk into a bar. That could be the first line of a joke—or how a guerrilla marketing campaign is unexpectedly born.

If Oscar Wilde were alive today, he’d not only have the Twitter handle, @NothingtoDeclareButMyGenius, he’d understand the concept of inbound marketing more than any other nineteenth-century Irish playwright. As someone who reveled in the attention he received from his career and his eccentricities, he’s known for saying, “There is only one thing in the world…