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April 16, 2008

Comments

Stephen Arakelian

Ambush marketing, while not illegal, borders a fine line between good business and unethical. For the company who is doing the ambush marketing, it is usually very creative and is very economical (capitalizing on something you didn't pay for and frankly maybe not have been able to afford in the first place). On the other hand, putting yourself in the shoes of the company who paid for the "official sponsor" status, I would be upset if others were infringing what you paid millions of dollars for.
I really enjoyed the YouTube examples of guerilla marketing. They were very clever and demonstrated great imagination. Very eye-catching.

Sean Moler

Wow. You have to think that Coke never in their wildest dreams saw that one coming. I like their response to ride the red theme, and remind drinkers who the original is. But brilliant timing by Pepsi in my opinion...to use the swelling Chinese red wave of Olympic pride as a platform to hijack Coke's sponsorship, and then "dare" them to do it...it'll be interesting to see how it plays out.

I agree with Stephen on the Guerilla Marketing YouTube. Some awesome advertising ideas, and made me think that this has to be where we are headed...companies will need to rely more and more on thinking WAY outside the box to cut through the clutter, and "shocking" the consumer may be the best way to get your message across. I liked the Luftansa soccer nose.

Scott Simmons

Ambush marketing is a very sensitive subject. Like Stephen said, it is easy too see both sides of the controversy. What I really found interesting were the You Tube clips. Clever advertising ideas and commercials always seem to be major hits. However, companies must remember to get their product remembered and not just make the audience laugh. It would be terrible for someone to think what a great commercial and then not know what it was for.

M. Clark

Ambush marketing is a very creative endeavor that remains legal today. Whether or not it is unethical is for each individual to explore. However, not being allowed to bring a particular food or beverage not officially associated with an Olympic event is downright obsurd the case in Athens. Some people spent all of their capital just to make to the country and the event. They should not be required to spend even more money on over-priced food that has a sponsor's name on it. As far as I am concerned, this should not equate to ambush marketing and must be done away with. Most of the time, these people have no idea what the problem is and in turn begin to see a major problem with that particular brand. I understand that these companies spend a tremendous amount of money, but they are also making a large amount of money by being there. But, that aside, one should be able to save money when traveling. Additionally, if I were to travel to Germany for the World Cup, I would want a Helles or a Hefeweisen to drink, not a Budweiser. It is all about experiencing different cultures and when a particular brand or company attempts to interfer with this, it is a down right ambush to our inalienable rights as human citizens. One last thing, the AMEX slogan was sweet.

Alex

I think that Pepsi's idea is great from two aspects: one being that Red is the "unofficial-official" color of China. The other obvious factor is that Coke's predominant color is red.
I don't like this move by Pepsi. I don't feel there is a lot to gain by infringing on Coke's colors.
I enjoyed the power point. I remember being in Sydney a few years ago and seeing that soccer ad over the road. I am not sure that is the same one, but similar. I remember thinking what a great idea, but also thought there was a good possibility of it being a major distraction.

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