The FIFA World Cup currently being held in South Africa is an absolute marketing nirvana for international brands. With hundreds of thousands of fans in and around the stadiums and billions of television viewers worldwide, the lure of being able to reach such huge audiences is irresistible. It’s three weeks of competition between countries for the championship trophy … and three weeks of brands vying for your attention.
I confess that for me watching soccer (a.k.a. “fútbol” to most of the world) is as interesting as watching a group of quilters sewing a blanket. It’s 90 minutes of guys in shorts chasing a ball, tearing up the middle of a huge field. Getting a shot past a goalkeeper is so rare that scores of 1-0 aren’t uncommon. It’s an excruciating exercise in waiting for something exciting to happen.
That said, I do find listening to or watching the fanatical fans in the grandstands to be incredibly entertaining. Now there’s some serious brand loyalty! A loyalty that has caused dangerous, even deadly riots between rival team fans to break out. Not something you could imagine at even the most hotly contested Yankees-Red Sox game.
This week, a major beer marketer, family-owned Dutch brewer Bavaria, took advantage of the World Cup frenzy with an ambush marketing campaign. A group of 36 Dutch women, wearing skimpy orange dresses, the brand color of Bavaria, entered Soccer City stadium to watch the Netherlands play Denmark. The orange-clad women made a very overt distraction for the other thousands of fans and global TV viewers. And FIFA officials.
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Another brand, Anheuser Busch’s Budweiser, is the official beer for the tournament and world soccer’s governing body vigorously defends its sponsors from brands which are not FIFA partners. The result was some of the women were arrested, FIFA started legal proceedings against the Dutch brewer, news stories about it were seen all over the world … and I’m now addressing it as a blogger in Cedar Rapids, Iowa.
So the question is, was the Bavaria ambush marketing campaign a misguided stunt that ended up getting their brand in trouble? Or, was it an absolutely brilliant stroke of publicity that allowed them to get their brand name talked and written about around the globe for the price of some tickets and orange dresses?
I’d say it’s the latter … and I toast a cold Budweiser to them for their efforts!
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