madcomments

Want to get jailed in Jo’burg?

Posted in Advertising, Media, Marketing, Branwell Johnson, Latest reporters' blogs August 13th, 2008 by Branwell Johnson

Fancy a trip to FIFA World Cup 2010 at Johannesburg? With added extra time in the city jail or a hefty fine? Then just try to edge in on the official sponsors of the footie tournament.

Looks like the South African city is taking ambush marketing very seriously and is trying to pass a by-law that means it can come down very heavily on offending brands.

Now, we are used to the officials at, for instance, Wimbledon, searching bags for non-sponsor branded bottles of water or moving smoothie vans up the road away from the courts but this sounds like it is in another, pardon the pun, league.

Of course, where there is a will there is a way and some brand have been ingenious in executing ambush marketing. I’m thinking of brewer Bavaria’s ploy of giving Dutch football fans orange shorts to wear in 2006. Officials thought this would offend sponsor Budweiser and demanded many fans take off their trousers – result, a big publicity coup for Bavaria.

But the risks in Jo’burg may be a little over the odds. What next? Gliders that carry banners for rival products and stray into stadium airspace being shot down?

What’s the most inventive piece of ambush marketing you have seen?

To read the related news story visit mad.co.uk