Jeremy Gutsche appeared on BNN for the 6th time on June 18th to discuss Hijack Marketing. In a discussion with Tony Chapman from Capital C, Gutsche talked about big brands' strategies to capture attention at the World Cup--in particular, Bavaria Beer Company’s miniskirt marketing stunt, in which a group of beautiful blond Dutch women in orange dresses were accused of executing an ambush marketing scheme.
In the segment, Jeremy Gutsche noted that the ”hijack” style of marketing was first introduced by Nike during the 1996 European World Cup. Nike was not a sponsor, but purchased every sign and billboard located near the venues to create the appearance that it was. Today, Nike continues to repeat this tactic with its aggressive 'Write the Future' soccer campaign, which would have most assume that Nike is one of the World Cup's official sponsors.
Click here to watch the 12 minute clip!
1. Hijack Marketing - Opportunities for brands to capture attention at major events and compete with official sponsors.
2. Ambush Marketing - Defining non-sponsor brands by evoking official sponsors in their advertising, requiring new levels of legal protection.
3. Disruptive Advertising - Challenging the norms of traditional advertising to create attention-grabbing campaigns that are memorable for consumers.
1. Sports Marketing - Opportunities for sports brands to leverage major events like the World Cup to promote their products.
2. Beverage Industry - Creative marketing campaigns to stand out in a competitive beverage industry market.
3. Legal Services - Creating legal protections and strategies for sponsors or non-sponsors in highly competitive, high visibility events.