The concept of “ambush marketing” is quite tricky and, in some ways, relatively brilliant. Essentially, it is a marketing campaign developed by a non-sponsor company that interferes with an event sponsored exclusively by a competitor. Major sporting events, such as the Olympics, have fallen prey to these gorilla tactics in the past. The bigger the event, the more money involved, the bigger the deal.

“Events like the Olympics and the World Cup are hugely expensive to put on, so they need big-money sponsors and this in turn means that the organizers must protect aggressively against ambush marketing,” — Phillip Johnson, a visiting senior fellow at Queen Mary, University of London. “But this means there is potentially huge exposure for anyone who manages to outwit them.” Continue Reading »

Rumors of nakedness have been buzzing all throughout the country of Argentina. And you might be asking yourself why. Well, let me tell you.

According to Ad Age, Diego Maradona, the head coach of the 2010 World Cup Argentina soccer team, has declared that if Argentina takes home the championship title, he will go streaking through the streets on Buenos Aires. Not wanting Maradona to be the only one running around in his ‘birthday suit’, Pepsi has also declared that it will go naked if Argentina wins the 2010 World Cup. Continue Reading »

Alcohol consumption has a long history of coinciding with major sporting events. And typically, alcohol consumption increases around championship series and games. Budweiser has recognized this issue and, in honor of the 2010 World Cup, has created an ad campaign encouraging people to designate a driver. The ads will run until July 11th.

“Our new ‘Designate a Driver’ campaign is intended to bring our responsible drinking message to life during this time of excitement and celebration. Backed by significant resources, we’ll take our message to millions of consumers over the coming weeks.” – James Watson, marketing director at Budweiser Western Europe Continue Reading »