Ambush Marketing – Fad Or Fabulous?

Ambush Marketing

The soccer World Cup of 2010 has been famous for many controversies, but one of the most interesting had nothing to do with what was taking place on the pitch. During a game between Holland and Denmark it was noticed by officials inside the stadium that 36 female fans were standing together wearing orange miniskirts (the color worn by the Dutch team). As it turned out, these fans were wearing advertising placed by the Dutch brewery Bavaria and were ejected from the stadium. It was the latest in a growing series of “ambush marketing” campaigns by the brewery.

The reason for this title is that the World Cup has its own “beer sponsor”, which is a different company than Bavaria. By the rules laid down by the sport’s governing body, it is forbidden for other companies in specific sectors to advertise inside the stadium if that sector is already represented by another company. By advertising a competing brand, Bavaria had technically broken this law.

The end result of all of this, of course, was that although their advertising was banished from the stadium, Bavaria brewery got a major publicity boost by being mentioned in newspapers the world over, often in articles decrying the corporate stranglehold on the sporting world. Although they had not paid anything like the amount demanded by the governing body to advertise their product, they had received plenty of good publicity – which is the point of ambush marketing. Whatever you think of their tactics, they worked admirably.

About Rodney Noran

Hi, my name is Rodney (Rod/Okieaphil) Noran. I’m a long time fan of technology. I love this stuff. It is my hobby and if it makes me a living all the better. I was born in the small township of Blackwell Oklahoma. So, I’m an Okie through and through. You know Boomer Sooner! Oklahoma, where the wind comes sweeping down the plain… The reason for this there are no trees none, nothing but flat land. Thus, the average wind speed in Oklahoma is 17.8 miles per hour. So, gentleman no toupees 😉 Seen men go bald in seconds in Oklahoma LOL. Here are things I like… I like sports, especially Oklahoma sports! I like people who strive to be just and have integrity. I like music of all kinds. I like to meet new people. I like to talk about creation. I like astronomy. I like coffee… (extremely well) I like conspiracy theories of all shapes and sizes.

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