Inspired by tweets from @LisaMBregman, I’d like to try tracking all the ambush-style marketing that non-sponsors attempt during the World Cup. Some of these may be stretching the term “ambush” but the common theme is brands that are not official World Cup partners either directly or indirectly using World Cup related themes and content.
Here are the first few we have discovered. If you see more, please leave a comment on the post or tweet them to me at @rscibetti and I’ll keep adding them here. Thanks!
1. Buffalo Wild Wings
In honor of the big soccer tourney starting today, here’s a cup of our own. pic.twitter.com/zdDPC3u8TX
— Buffalo Wild Wings (@BWWings) June 12, 2014
— Volkswagen USA (@VW) June 12, 2014
4. Burger King (thanks to @johndhuckle for the heads-up)
5. Google (via BrandChannel.com)
— Nike (@Nike) June 12, 2014
I included this one example tweet, but there is a lot of example content to choose from. The truth is, Nike does so much with so many European teams and player that I just assumed they were a sponsor, when in fact they are not. This chart from BusinessWeek shows how much success they are having related to the World Cup social conversation. Make sure to read the full article (“Nike Scores Early in World Cup Sponsorship Shootout With Adidas“) for more insight into Nike’s approach vs. Adidas.
Don’t know if qualifies as “ambush” but I love it anyway, especially the hashtag #DontFakeIt (gives them a great opportunity to get involved in the social conversation anytime there is a “questionable” foul)
More TBD - please send me what you discover!