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USOC Warns Congress of Ambush Marketing’s Evils

Posted by Mark J. Miller on December 8, 2011 12:07 PM

In the months leading up to this fall’s Rugby World Cup in New Zealand, there was much ado about the unauthorized piggyback practice of ambush marketing by non-sponsors.

New regulations and practices were put in place to be sure that any brand that hadn’t paid a massive chunk to sponsor the matches found even the teensiest way to affiliate itself with the event. The preparation for such a possible catastrophe seemed to put ambush marketing on par with terrorism.

Other than a bunch of scantily clad gals in stilettos handing out flyers for a strip club after one particular match, the RWC went ambush-free.

Now a much bigger event is coming, next year’s Summer Olympics in London (which organizers refuse to identify with its XXX Roman numerals, for some reason), and nobody wants any big-spending sponsors to be outdone by some fancy bit of ambush marketing.Continue reading...

sports in the spotlight

Heineken Extends Rugby World Cup Sponsorship

Posted by Mark J. Miller on October 31, 2011 06:01 PM

In the months leading up to the Rugby World Cup in New Zealand that kicked off on Sept. 9 and finishes up this Sunday with a final match between the host country and France, the organizers did everything imaginable to be extra doubly sure that there wouldn’t be one itty bitty ounce of ambush marketing that took place at the festivities. Event organizers went so far to protect sponsors of the event, it felt like other types of security might be falling by the wayside.

Other than a few brochures handed out in the “clean zone” around one arena by scantily clad gals from a strip bar in Wellington, so far, so good. No crazy ambushes like the 36 orange-clad women one Dutch brewery sent to a World Cup game in South Africa to get the brand’s name into the minds of millions without spending the millions that Budweiser did to sponsor the event. Or even peaceful ones like the free hot-chocolate truck at the Vancouver Winter Olympics run by a rival credit-card company to event sponsor Visa. 

At least Rugby World Cup sponsor Heineken must be happy because it just announced that it was going to throw more cash in and extend its sponsorship to the 2015 RWC in England.Continue reading...

Rugby World Cup Goes After Strip Bar for Ambush Marketing

Posted by Mark J. Miller on October 5, 2011 01:29 PM

Brands including Microsoft, Land Rover, BlackBerry, and Toshiba have paid big bucks to be the sponsors of the Rugby World Cup, which is currently underway in New Zealand. The country and organization made a very big deal this summer about how they are going to do everything possible to curtail any little inkling of ambush marketing in order to protect the corporations that were shelling out to be officially part of the fun.

Now the RWC is getting its first test and it’s not from any corporate giant that has creatively found a way to sneak its logo into RWC matches. It’s from a strip bar.

The Sydney Morning Herald reports that one such establishment in Wellington, NZ, sent out “scantily clad women in stilettos and ‘All Blacks’ uniforms emblazoned with silver ferns” to hand out two-for-one flyers to match attendees in the wake of the first match the town hosted during the event: South Africa v. Wales on Sept. 11.Continue reading...

sports in the spotlight

London 2012 Olympics Gets Tough on Ambush Marketing

Posted by Mark J. Miller on September 30, 2011 10:01 AM

The Rugby World Cup that is currently underway in New Zealand has set new precedents in its attempts to scare off and stop ambush marketing of any sort. 

The next big event to step up and try to show how it’s going to crush ambush marketers of all stripes will be the 2012 London Olympics (the unfortunately numbered XXX games, though you understandably won’t find that anywhere on London’s Olympic website). 

“A proposed amendment to the Olympics Act 2006, due to come before Parliament by the end of this year, will reverse the customary burden of proof in criminal cases,” Marketing Magazine reports. “Senior marketers could therefore be found guilty of an offence unless they can prove that ambush activity for their brand took place without their knowledge, or that they took reasonable steps to prevent it.”

After all, in such a financially strapped world, big events such as these are attempting to protect the investment of the corporations that actually shell out the big bucks to be corporate sponsors rather than the creative, lower-cost marketers who are trying to sneak in publicity, whether it’s through skywriting, streakers, or women in matching orange outfits.

“The extraordinary derogation from the normal position could also catch out directors of official sponsors whose staff or agencies overstep the strict letter of their sponsor rights,” said Nick Johnson, partner at law firm Osborne Clarke, Marketing Magazine reports.

Let’s hope the law is as tough on actual ambushers as it is on sneaky advertisers.

campaign tactics

DHL Launches Global Campaign with Fashion, Music and Flair

Posted by Sheila Shayon on September 14, 2011 11:13 AM

DHL is betting big on a global campaign, touting its acumen as "International Specialists" in local delivery, customs clearance, express shipping and customer service, as seen above.

The DHL Express campaign launched in May in Hong Kong, and is now rolling out worldwide in the brand’s broadest marketing initiative, covering 42 global markets highlighting its commitment to “the speed of yellow, excellently delivered.” Read more about the campaign tactics below.Continue reading...

sports in the spotlight

Branded Streakers Beware: New Zealand in Ambush Marketing Lockdown for Rugby World Cup

Posted by Mark J. Miller on August 31, 2011 02:54 PM

If you are headed to New Zealand in the next two months — whether to go to the seventh Rugby World Cup that runs from Sept. 9 to Oct. 22 or not — you might want to leave any branded clothing at home for fear that you may be accused of ambush marketing.

The event's Kiwi organizers are making good on their threat to throw the book (and a few other things) at anyone who even comes close to thinking about performing the act of ambush marketing or using the World Cup’s logo without actually paying the fees to be a sponsor of the event.Continue reading...

sporting brands

Rugby World Cup Tackles Ambush Marketing

Posted by Mark J. Miller on July 4, 2011 06:00 PM

The Rugby World Cup is being held in New Zealand from Sept. 9 to October 23 — and the country is going to do everything it can to stop ambush marketing, including possibly enforcing no-fly zones during matches.

The Southland Times reports that New Zealand’s Ministry of Economic Development will send out a team of enforcement officers to each city where there are matches to watch out for potential ambush marketing — a hallmark of the 2010 FIFA World Cup, as some may recall.Continue reading...

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