Guerilla marketing

The Olympics are upon us and we find ourselves in the midst of athletic fever pitch, however, this rare event poses some troublesome issues for marketers. Any advert or promotion that creates an association, of any type, with the London games may be in breach of the guidelines, which could result in an injunction, pursuit of damages, and the removal of related profits. The subtlest references or even a play on certain words will be treated as an infringement. Words, mottos, mascots and related symbols are all forbidden unless you are an official sponsor and have coughed up the £40 million price tag.

You may consider your marketing harmless however it maybe wise to check the rules before pressing send on that advertisement or e-shot, there are hundreds of people recruited to catch you out and impose a £20,000 fine. It inevitably puts companies in a tricky position, how do you know for certain what is or is not acceptable? For instance, if you are to include the word ‘summer’ and ‘2012’ in the same advertisement your intentions are likely to be called into question. So, I am left questioning, are the rules a little over zealous? And, are they designed as yet another method to generate money for the giant Olympic pot?

Some companies,however, will be turning to ambush tactics to gain positioning as unofficial sponsors, Nike are notorious for this.  Tactics are creative, usually entertaining and an act of rebellion that many athletes may choose to endorse. The 2012 Olympics is also being hailed as the first truly digital event so ambush tactics will likely ‘go viral’.

Guerilla marketing is undeniably effective but also highly damaging as it can affect the events ability to attract future sponsors; hosting the Olympics costs a pretty penny. Yet, I can’t help but feel a little cold over the heavy-handed tactics employed to protect it.