Ambush Marketing
How to Ambush The Fifa Football World Cup 2010 South Africa
Nike latest marketing ploy, an add-on to the highly successful Write The Future viral, called ‘Write the Headline’ encourages fans to tweet and Facebook messages of support for their team. Up to 100 messages a night will then be projected onto a Skyscraper located in downtown Johannesburg. All of which further embedd’s Nike in the minds of the customer as an official World Cup Sponsor, yet Nike are not an official sponsor. This highlights the utter futility of Fifa’s ambush marketing rules that have seen them act heavy handed to smaller brands, who they can boss about, yet actually ignore the brands that are devaluing the sponsorship rights Fifa are jumping through hoops to protect.
VT: Nike, Ask Social Media, Pepsi, Apple, Google, Digg
VT: The lowdown on the top (mostly) marketing related virals every Tuesday: 1. Nike Hit The Target Featuring Wayne Rooney, a clever viral that reinforces just how good the new Nike football boot is. 2. Ask Social Media I don’t like posting ad’s of brands that are unknown here in Ireland. However I thought the [...]
Ambush Marketing: Friend or Foe?
Ambush marketing is a term that describes a marketing campaign occurring around an event, lets say for example, the 2010 world cup in South Africa. Ambush marketing aims to gain association with the World Cup by piggybacking off the good will associated with the event and its good reputation and without the organisers receiving any money. Such activities aren’t limited to soccer but can be found in a wide variety of mostly sporting events including in Rugby, Cricket, the Olympics and even GAA (Gaelic Football and Hurling for my international readers).
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