Fiat noticed the Google cars roaming the streets of Södertälje and sent a bright red Fiat 500 to follow it and then parked one of their signature vehicles literally on the doorsteps of the entrance to VW's headquarters. Usain Bolt is the most important sportsman in Puma’s portfolio. You probably remember Michael Johnson's gold shoes more than Reebok's official sponsorship. Australian automaker Holden launched its Big Red airship and quickly drew criticism for using the blimp to ambush as many events as it could. A leading-edge research firm focused on digital transformation. Sports sponsorship still has no place in Apple’s marketing strategy, but that’s not to say the Cupertino giant can’t nibble on some high-impact ambush here and there. The restructuring of sponsorship rights and the implementation of exclusivity was indeed an overwhelming financial success with a surplus of more than US$250 million in sponsorship revenues, making it the first Olympics to be funded entirely privately. The next month, Kulula launched another ad, this time titled, "Not next year, not last year, but somewhere in between" featuring various symbols FIFA objected too alongside colorful commentary explaining how it was not in violation of FIFA's rules. The decision effectively gave his company a free ten-minute advert across China and the world, as the suspended Li Ning encircled the top of the Bird’s Nest stadium before lighting the flame. Share to Twitter. Once again, Nike not being an official sponsor didn't matter—it won again. Montréal, QC, Canada, H2T 2A4. Now that we’ve looked at what ambush marketing is, it’s time to see some examples of this technique in action, from the inspired to the irreverent. Sanford Health was the first advertiser to rent the space leading to complaints from the Twins. Special edition headphones were distributed for free to the athletes by a carefully trained armada whose mission was to cross paths with athletes. The problem? Mike Powell / Getty Beats By Dr. Dre During the 2012 Olympic Games, many athletes wore head phones branded “Beats By Dr Dre”, whether these athletes were paid to wear these head phones, that is not known, the point is that the viewers saw the product during the event. For its long–standing relationship with Olympics ambushes, Nike deserves a lifetime achievement award. Remember that customers don’t care — they won’t share your moral indignation regarding an ambush event, they might event support it seeing a David and Goliath combat. BMW said it only rented the billboard for two weeks. During the 1976 Montreal Olympics, there were 628 official sponsors, which meant the dilution of the Olympic brand: smaller impact for, and awareness of, official sponsors. as well as other partner offers and accept our, "Not next year, not last year, but somewhere in between", Reebok was the official sponsor of the Olympic Dream Team, many remember more than Adidas' Star Wars themed ad, interactive installation on the city's Life Center. Last year at the U.S. Open (tennis), Stella Artois placed tennis-themed ads at the Long Island Rail Road station near the Billie Jean King National Tennis Center. Converse was the official sponsor of the 1984 Olympic Games held in Los Angeles, yet Nike built large scale murals near the Los Angeles Coliseum, which displayed the Nike Logo and several of the athletes competing in the games wearing Nike attire. Here's the catch; Target is actually the title sponsor of the Twins stadium (Target Field), the Timberwolves arena (Target Center), and the surrounding area (Target Plaza). The airline then found a Boston Terrier named Sepp Blatter and used it as the official mascot of the campaign. Rona, a home improvement chain in Canada, had this banner placed below Apple's iPod nano billboard near the Jacques Cartier Bridge in Montreal. FIFA had none of it and reprimanded the airline for violating its ambush marketing regulations. http://www.businessinsider.com/best-ambush-marketing-campaigns-2012-6#ambush-marketing-is-likely-to-be-a-problem-at-the-london-olympics-12, http://www.startupsmart.com.au/marketing/five-great-olympics-ambush-marketing-campaigns/201208027114.html, http://www.cbc.ca/news/lululemon-scolded-for-linking-clothing-line-to-olympics-1.843999, http://www.startupsmart.com.au/marketing/five-great-olympics-ambush-marketing-campaigns/201208027114.html?displaypage=page3, Traditional Sports: the quest to attract millenials, A portrait of sponsorship marketing in music festivals, Sponsorship Trends: New Sponsorship Categories - Part 2, Sponsorship Trends: New Sponsorship Categories - Part 1, Canadian Tire on Sponsorship Tracking and Evaluation (Podcast), Co-founder Francis Dumais speaks with Rick Jones (Podcast). Soccer is no stranger to ambush marketing, particularly at the World Cup. However, the company did not pay the athletes to endorse the product! Ambush marketing is a risky proposition and brands are always at risk of scoring an own goal. ambush marketing for the duration of the 2006 Winter Games by defining it as “ all activities parallel to those of the entities officially authorized by the organizers in order to obtain financial gain”.6 _____ knowledge of, interest in, and perceptions of ambush marketing strategies», Sport Marketing … Somewhat, but the ambushers are finding even more creative ways to do so within the boundaries of the law. 2. Michael Johnson's famous gold shoes were another of Nike's many attempts to ambush Reebok's 1996 Olympic sponsorship. In the camera sector, Fuji won the bid, leaving a frustrated Kodak sponsoring the US broadcast. A brand new Nike store was built near the Olympic village, becoming a major attraction. Plus, the introduction of Nike soccer apps is designed to reinforce the brand’s association with the sport, without having to pay rights fees. The Los Angeles Olympic Games saw a complete overhaul of the sponsorship structure in order to increase private funding of the event. Indeed, it was not the first time that Li Ning had been perceived as cashing in on its American rivals’ hard work. Bavaria – 2010 FIFA World Cup South Africa (Actual sponsor: Budweiser) FIFA: 0 Bavaria: 1. Start early and occupy as much space as you can. Nike bought extensive amount of out-of-home adverting in the city of Atlanta. Maybe a trip to Siberia will make them think twice about Sochi. They would be proud as it fits with the bad boy image they want to project. But in another sense it worked perfectly because suddenly everyone across the world was talking about it. The upcoming Sochi Olympics will tell us if ambushing boundaries will be pushed once more. This could lead to later sales. The eponymous Ning, a former gymnast, was chosen to light the Olympic cauldron at the opening ceremony to the 2008 Games. 1. So Samsung put a pop-up store a few feet away from Apple's flagship Sydney site and offered their Galaxy S II at AUS$2 instead of the near AUS$850 full retail price. T. 1 877 320-4858 Soccer is no stranger to ambush marketing, particularly at the World Cup. The baseball team didn't give up — it decided to start building a structure in right field specifically to block the ad. Although this ambush attempt is a popular misconception, the results were nonetheless impressive. Puma changes its slogan for Bolt The Minnesota Twins (baseball) and Minnesota Timberwolves (basketball) play right next to one another.