Great example of how your sponsorship can be Guerilla-marketed away.
Dos Equis
Though not an official Olympic sponsor, Dos Equis and its “Most Interesting Man in the World” campaign has “crashed the Olympics” (in the words of AdAge) with a new commercial featuring winter sport athletes talking about just how amazing—and interesting!—the character created to promote the Heineken-owned beer brand truly is. No actual Olympics athletes are in the ad, and the word “Olympics” is never spoken—that would be against the rules for brands that aren’t official sponsors of the games—but viewers get the idea.
Though not an official Olympic sponsor, Dos Equis and its “Most Interesting Man in the World” campaign has “crashed the Olympics” (in the words of AdAge) with a new commercial featuring winter sport athletes talking about just how amazing—and interesting!—the character created to promote the Heineken-owned beer brand truly is. No actual Olympics athletes are in the ad, and the word “Olympics” is never spoken—that would be against the rules for brands that aren’t official sponsors of the games—but viewers get the idea.
The “Most Interesting Man” campaign has gotten additional attention at the Sochi games thanks to the presence of a competitor who many are calling the real-life most interesting man in the world: Prince Hubertus von Hohenlohe. A descendant of German royalty, he is a pop star with best-selling albums in Europe, an award-winning photographer who used to pal around with Andy Warhol, and the heir to a fortune in the automotive industry. He’s also fluent in five languages, and is skiing for Mexico in the 2014 Olympics at the age of 55 as the second-oldest Winter Olympian ever. It’s unclear, however, what kind brand of beer he prefers.
Read more: 5 Brands That Are Winning the Olympics | TIME.com http://business.time.com/2014/02/15/5-brands-that-are-winning-the-olympics/#ixzz2tgoo71KM
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