Guerrilla Marketing and 2012 Olympics
On a daily basis we are reminded of the approach of the 2012 Olympic games and many companies are beginning to prepare themselves for this extraordinary event, whether it’s a local business or souvenir merchandise retailer; they will need to have some sort of robust marketing strategy in place to deal with the floods of tourism heading their way. However they need to make sure they don’t step on the toes of the LOCOG, who want to protect companies who are paying millions to advertise at the games i.e. Coca Cola & McDonalds.
Guerrilla Marketing
As many of us know, Guerrilla Marketing is normally an unconventional tactic used by small to medium sized companies to gain exposure they may not have gotten using other costly marketing channels. However larger companies are now adapting this method as they have observed the positive and long lasting effects this could have for businesses in general.
One famous example of Guerrilla Marketing was when Dutch beer brand Bavaria sent 36 women dressed in their signature colour to the Holland vs. Denmark 2010 World Cup match. The women managed to make it through the first half of the match before being asked to leave, however this created such a big buzz it featured on almost all the news channels across the world. Shockingly to many people became the new official beer of the world cup, having overshadowed the game’s official and main sponsor, Budweiser.
Rules & Regulations
The LOCOG are very unlikely to want to get on the wrong side of their sponsors, by ignoring the fact other companies are likely to piggyback off the exposure & success of the event. They have relayed a warning to those looking to do so:
“There are challenges with international enforcement of legal rights where social networking is involved. However the principle remains - if a business uses social networking for the clear purposes of ambush marketing in the UK, we can take action for infringement of our legal rights.”
“If the ambush activity is outside of the UK, we will work with the IOC and the relevant National Olympic Committee to address the issue - in many countries there are similar laws to those which apply in the UK which prevent ambush marketing of the Olympic Games and these can be used where relevant.”
Surprisingly the only restrictions the LOCOG (The London Organising Committee of the Olympic and Paralympic Games) have to help protect sponsors are only in regards to outdoor and TV advertising. So when it comes to social media the LOCOG and Sponsors are likely to have no foot to stand on, if they decide to take any unofficial sponsors/advertisers to court over advertising via social media; as there are hardly any regulations or restrictions stopping them from doing so.
However Steve Martin, Chief Executive of M&C Saatchi Sports & Entertainment has stated that “The restrictions based on TV and outdoor advertising don’t matter anymore, especially in the UK with the BBC”. He also went on to say “The smart marketers are one step ahead when it comes to social media. It’s not as if official sponsors will be taking out super injunctions to stop brands advertising online,”
Mobile Marketing
Check-In functionalities which are now currently developed within many apps will make it very easy for mobile users to search for products, shops and services locally. It also enables companies to target deals and offers to people based on their location; especially those who will be in and around Olympic venues.
For example Quidco an online discount, voucher & money back site have developed an iPhone app where it takes your location and searches for deals in and around your location.
What’s going to happen next?
Smart marketers and technology will make it tough for LOCOG to enforce any rules prohibiting companies who haven’t paid to be associated with the games to not use it to their advantage. The rules are very shady which therefore gives companies the opportunity to use other means to make a quick buck off the games.
