I was originally just going to post an article about World Cup advertising, but then I got to the part about "ambush marketing" and I was intrigued (and distracted)...
Why? Because of this:
HA! I love it. Who needs pants, anyway?
(Courtesy of AdAge.com and Guardian.co.uk)
Why? Because of this:
The World Cup is the undisputed pinnacle of two things: One is soccer, and the other is ambush marketing.
"There's just so much passion behind soccer and such a large audience," explains Jim Andrews, a senior VP at sponsorship firm IEG. "It's irresistible."
He's not kidding: According to FIFA, the 2006 World Cup, held in Germany, featured 3,300 "rights violations" in 84 countries, a major concern given the eight-figure amounts that FIFA's six top-level partners and seven World Cup sponsors pay to officially align with the world's biggest sporting event.
Who could forget, for instance, the 2006 stunt pulled by Dutch brewer Bavaria, which handed out thousands of pairs of Bavaria-branded bright-orange lederhosen to fans of the Dutch national team? FIFA, defending exclusive beer sponsor Anheuser-Busch's turf, ordered fans to remove the lederhosen before entering the stadium, and many went on to cheer for their team in their underwear.
HA! I love it. Who needs pants, anyway?
(Courtesy of AdAge.com and Guardian.co.uk)
1 comment:
Love this, Katie!
It's fascinating to see, for example, how even though Adidas paid $200 million for the privilege of being a World Cup partner, it's arch-rival Nike's very UNofficial guerilla marketing campaign we're all talking about - including their over-the-top "Write The Future" TV ad, which as of this morning has hit almost 16 million views on YouTube! More on this, including a link to the full-length 3-minute Nike ad at The Ethical Nag: Marketing Ethics For The Easily Swayed -
http://www.ethicalnag.org/2010/06/17/adidas-vs-nike-world-cup/
Post a Comment