RSS LinkedIn Google Plus

Call us: 0800 014 9884

Ambush marketing triumphs at Olympics

Ambush_marketing_triumphs_at_Olympics_11501

Ambush marketing at the Olympics

Companies can negotiate the strict Olympic brand guidelines to associate themselves with the Games, a leading sponsorship expert has told Reuters.

Ever since the UK government passed the 2006 London Olympic Games and Paralympic Games Act, there have been laws in place to protect official sponsors and discourage others from piggybacking on the success of the Games. Breaking the act can incur fines of up to £20,000.

Specsavers and Paddy Power

However, businesses are testing the boundaries with London 2012 ambush marketing that relies on clever use of copy to associate themselves with the Olympics. For example, after a mix-up between the North Korean and South Korean flags in the women’s football tournament, glasses company Specsavers produced posters showing the two flags above the strapline ‘Should have gone to Specsavers’ in Korean.

Meanwhile, bookie Paddy Power threatened legal action after LOCOG ordered the removal of posters celebrating its sponsorship of the ‘largest athletics event in London this year’. The sponsorship in question referred not to the Olympics, but to an egg-and-spoon race in a small village called London in the Savigny-sur-Seille region of France. LOCOG has since decided not to pursue the claim.

Ambush marketing plays by the rules

Rupert Pratt, managing director at sponsorship agency Generate, said: “The Olympic movement does a fantastic job of scaremongering to protect its sponsors but the reality is that if you look at the ambushing rules there is a lot that can be done. So far LOCOG is doing the smart thing by not getting dragged into a public battle with companies taunting it.”

Daniel Nolan, managing director at theEword, said: “The Olympic brand restrictions cover most eventualities but there are bound to be some ads that make it through the gaps. Of course, companies that get it wrong will face sizeable fines. However, the potential benefits of a successful ambush marketing campaign are immense, meaning businesses will always keep trying to push the limits of what’s allowed.”

London 2012 brand guidelines

The London Organising Committee of the Olympic Games (LOCOG) has published extensive Olympic brand protection guidelines for businesses, outlining what is and isn’t acceptable. For instance, non-Olympic brands are prohibited from buying and monetising domains containing the trademarks ‘London 2012′ or ‘Olympic’ like ‘london2012booking.com’. They are also not allowed to produce marketing material that suggests an association with the Games, such as special promotions ‘celebrating the London games’.

While LOCOG can take action against brands that fall foul of the rules, it does not allow companies to send over ad copy for a compliance check. Companies that are concerned their ads may be unacceptable are advised to seek independent legal advice.

Written by Richard Frost

Testimonials

"theEword soon became an essential extension to our internal online marketing team."

~ Screwfix Bathrooms ~

  Screwfix Bathrooms

"We are extremely happy with the online visibility achieved through SEO and PPC."

~ Pure Student Living ~

  Pure Student Living

"theEword has consistently produced great results; very happy with the service."

~ Parasol ~

  Parasol

"theEword team has excelled itself in terms of client service, campaign measurement and responsiveness."

~ Linder Myers ~

  Linder Myers

View more of our testimonials »

Google acquires Firebase Wednesday 22nd of October, 2014by Dan Moores Google has acquired Firebase, a cloud service company that allows developers to build web and mobile apps quickly and easily, as well as store and sync data in realtime.

More on this story »

Microsoft devises new 'ubiquity' strategy for Bing Monday 27th of October, 2014by Dan Moores In an effort to increase Bing's market share, Microsoft executives have revised the strategy for the company's search engine and its paid ad services.

More on this story »

Twitter withdraws Google Glass support Wednesday 29th of October, 2014by Andy Williams Twitter has quietly announced that it has pulled its app from Google Glass with immediate effect, although a third party developer could step in and fill the gap.

More on this story »
theEword - 16 hours ago

We scooped Silver in the Sites and Search category! No Gold was awarded. #Fresh2014

Reply Retweet Favourite

theEweekly Wrap: 17 Oct Friday 17th of October, 2014by Dan Moores theEweekly Wrap: Google readies Android 5.0, HBO plans streaming service, and Bono says sorry.

More on this story »

theEweekly Wrap: 24 Oct Friday 24th of October, 2014by Martin Lindley This week: Mediative researches search behaviour, Microsoft drops Nokia brand, and Tinder gets premium service.

More on this story »

theEweekly Wrap: 31 Oct Friday 31st of October, 2014by Andy Williams This Week: Google steps up fight against privacy, Bing allows searching with emojis and Facebook announces new chatroom feature.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword