The 2006 World Cup in Guerilla Marketing
March 7th, 2006 | by Klaus Holzapfel |Today I am in a rage.
I am mad at the FIFA and its president Joseph Blatter. The FIFA tries to protect its sponsors at all cost and tries to squeeze every penny out of the World Cup that they can.
This essentially leads to a lockout of most major German companies during the biggest event in Germany in 32 years: Car manufacturers are locked out because Hyundai is the FIFA sponsor. So no BMW Audis or Mercedes but Korean cars all over.
Budweiser will dominate the beer market with something most German’s wouldn’t even consider drinkable. And then there is the Yellow Arch trying to cater its culinary specialties to us.
So we have a Swiss guy, who certainly drives a German luxury car, and who would never even touch a Hamburger trying to sell all this to the Germans and their visitors?
Sorry but I hereby declare that this is not going to fly! We do not need focus groups for this. Gut instinct is just good enough.
In the ideal world the FIFA has commercial free zones around each stadium, no logo of any other than their sponsors appearing on an World Cup coverage, and their helpers being in total control of anything who tries to violate the rules.
In the name of all Guerilla marketers we are taking on the challenge. No, we won’t sit still. We will give non-FIFA companies exposure in ways you do not dream about yet. Creative, fast, hit and run, outsmarting the big guys, always a step ahead - Just like the Swiss Army with their bicycles (a fine guerilla squad they are).
Don’t wait for 50 guys being dressed in the same T-shirts. We are not that dumb and read what happened in Turin at the Winter Olympics.
We are mad about what the FIFA is doing and that makes us even more determined. We and many other Guerilla marketers will be at our best.
If anyone is sitting like the rabbit in front of the snake or think there is no way you can get by their tight network of rules, then think twice - or contact us.
Despite the likings of the FIFA, Germany is a relatively free country, even in the summer of 2006.
Again, Mr. Blatter: We are ready for you. You better get ready for guerilla marketers.
You think the German ticketing system is a pest. Wait for all the efforts to undermine your “special friends club”.
We are curious to see what our competitors will be able to come up with. That’s what we call the “2006 World Cup of Guerilla Marketing”. The ball is round and the game lasts 90 minutes. Well, not quite.
95 days and counting…
