So the World Cup is getting serious these days and the games are getting … hotter!! But this is not the only thing getting hotter in South Africa. Have you read the news about the Holland’s fans who have been sent off the stadium during the Holland Vs. Denmark match?
Before going into this, let’s define something in marketing, something called ‘Ambush Marketing.’ It is when a company attempts to advertise its product/brand in an event without being an official sponsor of that event. Put differently, it is advertising without paying a load of cash to the organizer to win a sponsorship deal. Such attempts usually take place around the event. Like for example, when a company sponsors a team that is playing in a tournament sponsored by its rival.
Now, let’s go back the World Cup. The beer sponsor of the tournament, and the one that is allowed to advertise inside the stadiums, is Budweiser, the American brand. A Dutch brewery named Bavaria NV tried to throw itself an ambush marketing campaign by giving money to about 36 ladies to wear orange mini-skirts and grab the attention of photographers and TV cameras during the game; and attract they did! Although the girls’ dresses showed no brand on them, the what so called ‘Dutchy dress’ resembles the color of the Bavarian orange beer bottles (read here & here). Noting that the Dutch company refused the allegations (read here).
[picapp align=”center” wrap=”false” link=”term=holland+fans&iid=9116600″ src=”http://view1.picapp.com/pictures.photo/image/9116600/football-holland-denmark/football-holland-denmark.jpg?size=500&imageId=9116600″ width=”500″ height=”304″ /]
Anyway, I am writing about this incident for two reasons, or two lessons:
- Lesson 1: When advertising, catch the eyes of your audience. I am not saying bring beautiful women and let them wear mini-skirts (a lot of advertisers actually do!!). But try to stay away from typical ideas and visual executions. Sometimes a simple image with a meaning could deliver your brand message more elegantly.
- Lesson 2: When regulating sponsored events, be clear and act fast. That’s what FIFA did. Those girls were sent off the stadium by the second half of the game, and FIFA is contemplating legal actions against Bavaria. Now, take this to Saudi Arabia and especially the football league sponsorship deals. It is nothing but a mess between the three main players (the telecom companies). Sharp cuts between the different sponsorship deals are not clear and many ambush marketing campaigns are taking place under the nose of the organizers!