Web PR Consultant at Clickthrough Marketing
17 June 2010 15:32pm
Have the Bavaria Brewery from Holland
taken a risk too far with their latest world
attention grabbing marketing ploy at the World Cup? Or was it a
calculated risk considering how the consumers may feel
about the steps taken to protect the commercial interests at the
Ambush marketing is hardly new on the
world stage, having been seen at many events previously, particularly
the Olympics. So, should marketers be thinking “All's fair in love,
war and games?” or should organisers permit sponsors to call all of
the shots with exclusive access to global audiences in these
Looking at the London Olympics, there
is already dissension in the ranks about the major food sponsors and
whether they should be associated with a sporting event, so it is
highly likely that certain elements of our population will seek to
protest in a way that does capture the news coverage. It may well
also be that marketers who cannot afford the phenomenal rates for
Olympic sponsorship and ads decide to do a little guerrilla marketing
of their own. And the British are actually quite good at it!
As a marketer, what do you think?
MD at Euro RSCG Heist
22 June 2010 22:41pm
Based on the amount of publicity FIFA have handed Bavaria on a plate, then I guess it's a real 'own goal' from them. I'm sure even more marketers will be thinking ahead to the London Olympics already, more maybe to the Premiership next year.
Search Engine Optimization Consultant at SEOHAWK
23 June 2010 14:24pm
Never heard of Ambush Marketing.
Instructor at Seattle Central Community College
23 June 2010 22:48pm
In the FIFA case two of the women who helped organise that stunt were arrested. A key factor in the risk analysis should be the legal risks. I for one am not interested in going to jail for any amount of time for the sake of an ad campaign.
Guerrilla marketing however can be done in an equally effective manner without such high risks. I look forward to seeing what innovative methods people come up with.
23 June 2010 22:52pm
Good point. And a TV pundit got sacked too.
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