GUERRILLA MARKETING IN MEGA SPORTING EVENTS
E,Deep,Peter
AGENDA
•Research Objectives •Overview •Olympics,FIFA,Super Bowl •Conclusion
Research Objectives •What is Guerrilla Marketing? •Different types of Guerrilla Marketing •Why do company use it? •The cost, results & ethical problems •Future development
Guerrilla Marketing: •
Company uses low-cost, unconventional means to advertise their product.
• Focus on taking the consumer by surprise and to
leave a longer lasting impression •Guerrilla warfare
High Energy Unconventional Imagination
History •Became popular during the late 1970s •Jay Conrad Levinson Guerrilla Marketing •Small business compete with the big names
Types of Guerrilla Marketing •Infection Marketing -Viral Marketing (Blair Witch Project) -Mobile Marketing
•Surprise Marketing -Ambient Marketing -Sensation Marketing (TNT Drama)
•Ambush Marketing
Official FIFA Sponsors FIFA Partners
FIFA World Cup Supporters
National Supporters
1
Adidas
Budweiser
BP Africa
2
Coca-Cola
Castrol
Neo Africa
3
Emirates
Continental Tires
FNB
4
Hyundai
McDonald’s
Prasa
5
Sony
MTN
Telkom
6
Visa
Mahindra-Satyam
7
Seara
8
Yingli Solar
Official FIFA Sponsors FIFA Partners
FIFA World Cup Supporters
National Supporters
1
Adidas
Budweiser
BP Africa
2
Coca-Cola
Castrol
Neo Africa
3
Emirates
Continental Tires
FNB
4
Hyundai
McDonald’s
Prasa
5
Sony
MTN
Telkom
6
Visa
Mahindra-Satyam
7
Seara
8
Yingli Solar
Adidas vs.Nike •Most views of a viral video ad in its debut week •Generated twice the buzz compared to official sponsor Adidas •Won the Grand Prix at the Cannes Lions Festival
Emirates vs.Kulala •Budget airline known for sense of humor •FIFA claims the ad “created an unauthorized association with the 2010 FIFA World Cup” •Kulula responds with a second ad
Emirates vs.Kulala •Budget airline known for sense of humor •FIFA claims the ad “created an unauthorized association with the 2010 FIFA World Cup” •Kulula responds with a second ad
Emirates vs.Kulala •Budget airline known for sense of humor •FIFA claims the ad “created an unauthorized association with the 2010 FIFA World Cup” •Kulula responds with a second ad
Emirates vs.Kulala •Budget airline known for sense of humor •FIFA claims the ad “created an unauthorized association with the 2010 FIFA World Cup” •Kulula responds with a second ad
Emirates vs.Kulala •Budget airline known for sense of humor •FIFA claims the ad “created an unauthorized association with the 2010 FIFA World Cup” •Kulula responds with a second ad
Budweiser vs. Bavaria •Orange is the official color of the Netherlands •Orange dresses with packs of beer •Netherlands vs. Denmark •36 women as a part of the crowd
Budweiser vs. Bavaria •Orange is the official color of the Netherlands •Orange dresses with packs of beer •Netherlands vs. Denmark •36 women as a part of the crowd
Bavaria: FIFA Responds •Women escorted out of stadium during match •Arrests and lawsuits •Commentator Robbie Earle fired •FIFA and Bavaria settle out of court
5,535 hours of coverage 219.4 million American Views Avg. 31.1million views
Olympic Games
London, 2012
•Worldwide •Tier
Sponsor
one partners
•Supporters
1992, Barcelona
1996, Atlanta
1996, Norway
Americans don’t need a visa to travel to Norway.
Laws & Regulations •Olympic Association Right (OAR) 1995 •London Olympic Association Right (LOAR) 2006 •LOAR(Infringement Proceedings) Regulations 2010
Olympic Branding Police •ODA/ 300 employees / 500m of Olympic sites •Taken to court with fines up to₤20,000 •Banned from making reference to
non-sponsors during the game period.
Paddy Power Bookmaker 2012, London
80-90 million viewers at once 30 seconds segment around $3 million
Super Bowl
Under Armour $4.5 million, 1/3 annual advertising budget 35% stock pricing fall
Coca-Cola Mirage 2013
Coca-Cola Mirage 2013
Pepsi NEXT 2013
Pepsi NEXT 2013
Issues •Lawsuit with Cowboys in Arlington •NFL wanted to protect sponsors •Best Buy had their own advertisement on the
Super Bowl parking lot •Settlement was $25,000 from Arlington
Conclusion •Low-cost, encourage high-creativity •No legal definition. •Limited successful lawsuits. •Social buzz vs. Legal action •Organizers lose credibility
Future Development •More specific legal protection/regulation
•Brands need to gain better understanding of the rules
•Leading-edge campaigns are yet to come
Pros/Cons •Pros: Extremely creative, low cost and customer interaction •Cons: ethical issues,negative effects due to the campaign, and the
speed of its effect varies, can be very slow or extremely fast.
THANK YOU. QUESTIONS?