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Chuck Powell said on June 18th, 2010 at 3:27 pm

As a former marketing manager who dealt with some of this on both sides (but *definitely* below this level), my assumption is that Bavaria Brewery were shooting for much bigger fish than the fans around the street team. The World Cup is televised world wide, with many countries using the same feeds; a 5 second TV shot of those ladies would be worth millions in advertising dollars. And I would bet the women in question are *all* on the exceedingly attractive side, all the more helpful in gathering a close up shot from the cameras.

This wasn’t a small stunt. Hiring 30 amateur models might be and seem cheap and easy, but it’s not. It requires coordination from the ad agency’s account rep, a local manager to coordinate, the local on site manager and assistant to wrangle the team, coordination of the outfits & people & arrival, purchasing 30 World Cup tickets (definitely a touch of expense), etc. They weren’t doing this to inspire the purchase of a few pints from the fans in the neighboring section, they were hoping for a home run with a TV shot or two.

Given that my belief is that Bavaria was hoping to pull off a major coup, I think it was handled exactly right. The women most DEFINITELY did not pay for their tix (if they did, they were promised compensation easily beyond the cost), so I wouldn’t worry too much about their status as paying customers. The ones arrested were almost certainly the street team leaders, who would be “in on it” so to speak. And there’s no real sanction that FIFA can do Bavaria besides kick the team out and hand them to the authorities. Is it more publicity than they would have received if nobody had bothered them? Yes. Is it more publicity than they would have gotten from 5 or 10 seconds of flashing their name worldwide emblazoned on the chests of beautiful women? Not even close. I think that’s the real question.

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Amanda Miller said on June 18th, 2010 at 9:17 pm

Chuck – Thank you for your comment. I would completely agree with you except that in every picture I’ve been able to find of the women with the dresses on, I have not been able to figure out where the logo is. There is a draped neck on the dress, so there is no logo anywhere above the waist in the front. Which leads me to believe that Bavaria wasn’t planning on getting this dress on TV.

If anyone finds a good picture of where the logo is on the dress, I would love to see it, so please post a link here, thank you!

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[…] In case you missed it, I wrote an article for TheBusinessOfSports.com last Thursday about ambush marketing. It’s a little more in-depth than what I posted here last week. Check it out here. […]

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ajmpalmer.com » The problem with ambush marketing…. said on July 20th, 2010 at 2:30 pm

[…] this summer’s World Cup in South Africa had its fair share of Ambush Marketing incidents. One case in particular highlights the difficulties in dealing with ambush marketing particularly […]