If you want to attract the media AND protesters, then you should sponsor a game of Elephant Pool. That's what Cartier did.
Implications - According to Cartier, the event was meant to draw attention to the declining numbers of Asian elephants. It was held in India's 'Pink City', and some of the world's most famous celebrities and richest patrons were in attendance. Unfortunately, however, the local PETA branch was less thrilled by the large event. Instead of showing up to support it, they instead arrived in order to protest what they saw as a "perpetration of animal cruelty." In fact, a spokesperson for the group even went so far as to advise that Cartier stick to "selling watches."
Elephant Polo
Cartier Event Attracts Attention
Trend Themes
1. Animal Advocacy - Opportunities for disruptive innovation include developing sustainable and ethical alternatives to animal-based entertainment.
2. Event Sponsorship - Disruptive innovation can be found in creating unique and socially responsible event sponsorship strategies that align with the values of the target audience.
3. Celebrity Endorsements - Disruptive innovation can be achieved by leveraging the influence of celebrities to promote causes and raise awareness on social and environmental issues.
Industry Implications
1. Entertainment - Disruptive innovation opportunities lie in developing sustainable and cruelty-free forms of entertainment that appeal to a conscious consumer base.
2. Luxury Goods - Disruptive innovation can be found in integrating social responsibility and ethical practices into luxury brands, aligning with the values of socially conscious consumers.
3. Event Management - Opportunities for disruptive innovation include creating events that prioritize sustainability, social impact, and ethical considerations, distancing from controversial practices like animal-based entertainment.