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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?


Guerrila marketing