Ambush Marketing at the Rugby World Cup

Posted by Tom Locke on October 8th, 2011 filed in Business, Education, Sports ... All Sorts, Travel

On my recent trip “down under” I stopped off in Auckland, NZ to take in the Rugby World Cup first hand.  Not ten minutes out of the airport on Sunday September 18, I spotted a Kentucky Fried Chicken franchise freshly painted black and white. 

I asked my good friend who picked us up if the “paint job” was in honour of the New Zealand All Blacks, the country’s world class rugby team and World Cup favourite.  He replied that KFC was not a sponsor and this was the first time he had seen this.  Ironically the same day the following article came out in the New Zealand Herald titled, “KFC Red-Faced Over Black”.  Here is the link to the article:

 http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=10752560

 Is this classic Ambush Marketing?  Could be if you define it as a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee.

Isn’t it interesting that KFC happened to pick the store closest to the airport.


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