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Write the Future

Thirty six blondes walked out of court free yesterday after being charged by FIFA for ambush marketing. The ladies were dragged out of the Holland Denmark game for wearing orange dresses bearing the Bavaria logo. Their offense was against the sponsors of the World Cup. Since South Africa had put laws against ambush marketing, the ladies were taken to court, giving them even more publicity. As a result, web traffic to the Bavaria site has increased from negligible to the fifth most visited UK beer  site.  It seems to me that taking them to court actually made their brand even more visible. I guess FIFA has its reasons for being so heavy handed, but this time the blondes and Bavaria had the last laugh.

Nike took all the thunder away from Adidas, the official sponsor of the FIFA World Cup with its viral campaign “Write the Future”. It has had 32% of online buzz and has broken the record for most views in a debut week for a viral ad with 7.8 million views. Since its debut, it has amassed 16.2 million views on You tube while Adidas’s response has had 3.5 million views. That is what good marketing is made of.

Marketing should be creative, attention getting, memorable but not offensive or illegal.

Categories: Business
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