Wednesday, 16 June 2010

Example of Ambush Marketing

This story from the world cup provides an interesting example of an ambush marketing stunt. The beer company in question was not the "official" drinks sponsor/partner of the world cup and therefore had to do something unconventional and controversial to get some coverage. This is the essence of ambush marketing. It has obviously paid off for the company concerned, as a relatively small outlay as resulted in a huge amount of press coverage involving lots of pictures of scantily clad good looking women.  It is obviously generally assumed that beer drinkers are predominantly male and would appreciate such images. The more profound question is on what grounds FIFA have the right to exclude the women from the stadium, as they were wearing no logos which directly associated them with any company. 

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