M NET Tom Fishburne
Tom Tim Konstantin Helge Drew Charles Anthony Adrian)One of the great marketing campaigns from the 2024 Olympics didn’t come from an official sponsor. It came from a headphone brand called beats by Dr. Dre. The beats brand customized headphones in national colors and then [عزيزي الزائر يتوجب عليك التسجيل لمشاهدة الرابط للتسجيل اضغط هنا] strategically [عزيزي الزائر يتوجب عليك التسجيل لمشاهدة الرابط للتسجيل اضغط هنا] sampled them to athletes. Athletes wore beats everywhere in the games, particularly in swimming.
This is "ambush marketing", a marketing strategy where advertisers capitalize on an event without paying a sponsorship fee. In the 1996 Olympics, sprinter Linford Christie famously wore contact lenses embossed with the Puma logo even though Reebok was the official sponsor.
The Olympics cracked down on ambush marketing this year like never before. Branding police looked for violations from small cafes to internet ads. British Parliament even approved a $30,000 penalty to discourage it.
But the beats brand slipped through, even though rival Panasonic is the official audio brand. beats successfully sampled their headphones because the athletes didn’t see themselves as part of a marketing [عزيزي الزائر يتوجب عليك التسجيل لمشاهدة الرابط للتسجيل اضغط هنا] campaign. They were just using equipment they genuinely liked.
The IOC allowed the [عزيزي الزائر يتوجب عليك التسجيل لمشاهدة الرابط للتسجيل اضغط هنا] beats sampling, saying "there is a difference [عزيزي الزائر يتوجب عليك التسجيل لمشاهدة الرابط للتسجيل اضغط هنا] between someone using equipment with a logo and someone promoting the brand." The best marketing doesn’t feel like marketing.
Official sponsor ads with stereotypical shots of athletes swimming, jumping, and running start to look the same after a while.
(Marketoonist Monday: I’m giving away one signed print of this week’s cartoon. Just share an insightful comment to this week’s post by 5:00 PST on Monday. I’ll pick one comment. Thanks!)
(ralf says:
Know the rules. Break the [عزيزي الزائر يتوجب عليك التسجيل لمشاهدة الرابط للتسجيل اضغط هنا] rules.
In business, marketing, and communication.
Engagement within the sound limits of the existing does not foster change but support and strengthen the established. That of course is what the established want to achieve. The established fear change. Fear the breaking of rules.
By breaking the rules you serve a greater good of transcending the established, opening the markets for innovation, diversity, and change and you of course become successful, too.)
[عزيزي الزائر يتوجب عليك التسجيل لمشاهدة الرابط للتسجيل اضغط هنا] [عزيزي الزائر يتوجب عليك التسجيل لمشاهدة الرابط للتسجيل اضغط هنا] [عزيزي الزائر يتوجب عليك التسجيل لمشاهدة الرابط للتسجيل اضغط هنا]