Pundabaya wrote:
Personally, I find being told what to eat, drink and wear while you're in a certain place is quite sinister enough.
Sorry - If i wasnt clear I agree and i *almost* wrote they would be arrested and detained as a terrorist but thought that might be a little far fetched :-)
Pundabaya wrote:
And you know what? Even with all this brand policing, Nike will get around it and guerilla advertise.
I like the examples in that article about how people have got round it in the past - however given the rocket launchers on top of blocks of flats how long until there is a real disaster with this
Quote:
This brand apartheid is designed to prevent "ambush marketing", the gaining exposure of an brand through unofficial means. One of the best known examples of this was in the World Cup in 2010, where a bevy of 36 Dutch beauties in orange dresses provided by Bavaria beer gained considerable media attention, to the chagrin of the official World Cup beer, Budweiser.
Quote:
"The 1996 edition of the European Championships, Uefa’s premier international quadrennial soccer tournament, provided an example of ambush marketing that changed the face of sports sponsorship. English sportswear company Umbro had paid for the rights to be the official sportswear supplier of the championships, only to find that Nike had purchased all the poster space and advertising sites in and around Wembley Park underground station, the main travel hub for England’s national stadium, Wembley. Nike’s move completely negated the power of Umbro’s official partnership. The same thing happened for the World Cup in 1998 when Nike hijacked Adidas’ official association in much the same way. As a consequence Uefa, European soccer’s governing body, has spearheaded the use and enforcement of marketing exclusion zones surrounding stadia, forcing the official sponsorship agencies of the competition in question to buy all the advertising space within a 1.3 mile radius of the stadia. The IOC too was quick to adopt this counter-ambushing strategy. The ability to implement such exclusion zones is now a key element in the process to decide future Olympic host cities."
Quote:
In World Cup 2010 in South Africa, Nike circumvented the billboard advertising ban by projecting onto the side of a building in Johannesburg. As the authorities get wiser, Nike get smarter.