Tag Archives: Ambush Marketing

Nike, Famous Ambusher, Is Redefining the Art of Ambush Marketing

As the world is ramping up for London 2012, savvy marketers everywhere are attempting to find ways to align their brand with the Olympic Games — even though they’re not official sponsors. Ambush marketing is nearly synonymous with the Games, and if any brand is famous for its Olympic ambush schemes, it’s Nike: they’ve perfected the art, from wrapping the 1996 Athens stadium in their “swoosh” to handing out branded merchandise to fans entering Olympic arenas.

But the sportswear brand is doing something completely different for the 2012 Games: instead of attempting to “trick” consumers into thinking Nike is an official sponsor, they’re taking ownership of their non-sponsor status. It’s a first in Olympic ambush marketing… and it’s compelling.

The ad campaign they revealed yesterday pushes a message no ambusher has ever attempted to sell: official doesn’t mean great. You don’t need official equipment to play a great game, you don’t need to be an official Olympic Gold medalist to be a great athlete, and you don’t need to be an official sponsor of the Olympics to be a great brand.

The 60 second ad spot opens with shots of un-famous athletes competing and training in lesser known “Londons” around the world, from Ohio to Nigeria. They’re wincing through sit-ups, throwing perfect pitches, and wrestling their hearts out. During the montage, a (British!) man voices over this message:

“Somehow we’ve come to believe that greatness is only for the chosen few, for the superstars. The truth is, greatness is for us all… Greatness is not in one special place, and it’s not in one special person. Greatness is wherever somebody is trying to find it.”

In the end, they promote #FindGreatness, encouraging athletes everywhere to join in on their conversation.

            

Only time will tell if it manages to drown out adiadas’ campaign (they paid a cool $60 million for their official sponsor status of London 2012). In any case, it’s a powerful ad, a powerful message — and a very interesting 180 for Olympic ambush marketing.

Check out the ad for yourself here.

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Is Touting Past Relationships at Opportune Times Ambush Marketing?

The Performance Research team always has sponsorship on the brain — even when we’re shopping for cereal! We recently snapped photos of two cereal brands shelved side by side at our local grocer. The sight immediately caught our “sponsor eye.”

Quick, which of the cereal brands below officially sponsors the Olympic Games?

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If you said Wheaties, you’re forgiven — but mistaken.

With a quick glance, it seems as if both of the cereal giants could be sponsors of the Olympic Games. But look closer. The Kellogg’s box has the iconic Olympic rings logo emblazoned on it, along with language (“official sponsor”) that ties them directly to the Games. The Wheaties box? Not so much.

That’s because Kellogg’s is the official cereal brand of the United States Olympic Committee (USOC), and their Corn Flakes box is part of a marketing campaign driving home that official sponsorship to consumers. Wheaties, on the other hand, has no current official relationship with the USOC or the Olympic Games.

The re-release of past Wheaties boxes featuring Olympic champions at such an opportune time — leading right up to the 2012 Summer Games — could be considered ambush marketing, a tactic that can be cause for concern for those official sponsors (like Kellogg’s) who spend millions of dollars on officially associating their brand with the Olympics.

It’s a recurring issue. Olympic season after Olympic season, unofficial “supporters” of the Olympics elbow their way into the top of consumers’ minds as bon-a-fide Olympic sponsors by using ambush marketing tactics.

We conducted research during the 1994 and 1996 Games that lent insight into consumers’ perceptions of official Olympic sponsor brands. Often, ambush sponsors outpaced official sponsors (e.g., ambusher Nike vs. official sponsor Reebok) in terms of sponsor recall and belief that these non-Olympic companies were doing more than many official sponsors to support the Olympics.

More recently, we collected data after the 2010 Vancouver Games and found that ambush sponsorship marketing was still alive and well. In particular, Subway, who used Michael Phelps in a campaign leading up to the 2010 Games, was strongly associated with the Olympics that year even though they weren’t officially sponsoring the Games. So was Verizon, who used the U.S. Speed Skating team in ads surrounding Vancouver but had no official partnership in 2010. Full details of that report can be found here.

The topic raises a lot of questions: is spending big bucks on official Olympic sponsorship worth it? Is it ethical to lead consumers to believe your brand is associated with the Games when there is no official sponsor relationship there? We welcome your comments on this one.

Also, a challenge: keep your eyes out for all of the official and not-so-official Olympic campaigns going on this month.  Send us your pics, we’d love to see what you uncover.

Just as we’ve done since the 1992 games, we’re planning to conduct similar research for the 2014 Olympic Games.  As always, don’t hesitate to send us a message or ask us questions if you want to learn more about what we’re up to.

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July 5, 2012 · 10:54 am