How it works and how to escape the ambush marketing

22 de May de 2018

All the world (and Brazilian mainly) you know: to each 4 years happens the World Cup and, how could it not be unusual for a mega event, It arises also a number of actions involving the theme.

While some brands speak directly Cup, others use the passion for football, the green and yellow and the universe to enter this festive date and score your marketing action. however, like every global event, a brandworld Cup It can not be used widely around (unless you are an official sponsor).

This idea may sound strange, but it's real. Cup campaigns come and go, but creating them involves much more than the creative part.You have to understand the context and what can and what can not be done.

 

#RULE IS CLEAR

The World Cup marketing

Despite being a widely debated topic, the termworld Cup It can not be used around.

Although it sounds strange that the use of something as public may be prohibited, the truth is that the World Cup brand belongs to FIFA and, therefore, is an intellectual property inviolable, and may be used only by the owner or official sponsors of the event, who pay to use the mark.

Because of this, marketing using these symbols may seem very attractive at first, but the headache that this can create for your brand is infinitely greater than the positive results of the action.

this practice, so common, has up to name: ambush marketing. Since it is the illegal use of a property, makes actions involving these symbols likely tolegal drive (e, believe, actually happens).

 

#DO NOT FALL IN THIS TRAP

The Ambush Marketing

Although there is no legal definition of what is ambush marketing, You can understand it as a practice (or set of practices) held by the brandsno sponsorthat aim to "piggyback" on the visibility and size of a mega event like this.

Overall, are two main practical ways of ambush marketing: Association eintrusion. When we talk aboutAssociation, we refer to the situation in which a brand not a sponsor uses images, symbols or signs that make direct reference to the event. You may be using the logo or even the name (we'll see more about this has already).

But when we talk aboutintrusion, we refer to the situation in which a trade mark does not sponsor an activation in the places where the event is happening. It can be directly sponsoring an athlete or delegation.

 

#BUT HOW DO?

What can and what can not be used

Before anything, It is important to know what should not be said and what can be spoken - it can free you of a jam.

 

What / how not to use

Within the theme, there are several words, expressions, images and symbols that can in no way be used by non-sponsoring brands, for example:

  • world Cup (textual);
  • Cup 2018 (textual);
  • Russian Cup (textual);
  • Russia 2018 (textual);
  • Mascot (Image);
  • official poster Cup (Image).

This means that, If you are planning to do some advertising piece with some of these points, Better think twice (it is actually better to do).

In addition to advertising, is also prohibited any kind of promotion - are sweepstakes, competitions, etc.

The prohibition of the use of third-party intellectual property goes beyond the World Cup theme. Symbols such as the Brazilian team, the Olympics and other events are examples of what not to use and easily enter the theme ambush marketing.

 

What / how to use

As we already know the bad practices like these dates and what not to wear, we need to understand how to make a good campaign, of course? If your company is a sponsor of any mega event like the World Cup or Olympics, the creation process must involve full disclosure - using names, symbols and everything possible.

If your company is not a sponsor, escape the ambush marketing and abuse of creativity (without directly referencing the event). Since we are talking about a sporting event, ride the theme can be the recipe for a successful campaign.

 

Examples of marketing with elements Cup

There is no point talking and not give examples, of course? Thinking about that, We leave some examples of campaigns during major events - that have worked and which have not breached any rules.

Thinking about World Cup, why not talk about football? Understanding that the Brazilian lives and breathes the sport from a young age, use this device can bring good results and will not configure any infringement.

ampanha success.

Examples of marketing with elements Cup

There is no point talking and not give examples, of course? Thinking about that, We leave some examples of campaigns during major events - that have worked and which have not breached any rules.

Thinking about World Cup, why not talk about football? Understanding that the Brazilian lives and breathes the sport from a young age, use this device can bring good results and will not configure any infringement.

comments

  1. marketing examples with elements of the World Cup
    There is no point talking and not give examples, of course? Thinking about that, We leave some examples of campaigns during major events - that have worked and which have not breached any rules.

    Where they left??

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