There are many opinions about ambush marketing. Whether you refer to it as “ambush” or as Michael Payne called it, “Parasitical”, it certainly has very negative overtones.
In the U.S.A., ambush marketing has often been applauded as creative and innovative marketing. In South Africa, Directors of a company guilty of ambushing can actually be sent to jail. Hosts of major events - such as South Africa with the 2010 World Cup and London with the 2012 Olympics - are showing that they are committed to protect sponsors.
It is shocking that NBC would allow Vizio to show its ad, “Splash” during the broadcast of the 2008 Olympics. The youtube link is http://www.youtube.com/watch?v=nza0d3Ab-Co. Someone needs to figure out how NBC can sell “broadcast sponsorships” that conflict with the IOC TOP Partners,
Matshushita Electric / Panasonic has been a valuable Olympic TOP Partner since 1988. It secured the category of “Audio, TV and Video equipment, and recording media relating to audio and moving images, including broadcast and professional use”.
It is hard to imagine how Olympic sponsors can fully maximize and leverage their Olympic sponsorships when their competitors are broadcasting ads during the Games. What is very disturbing is the creative of the Vizio ad which portrays the company as having an involvement in the Games and positions itself as an official sponsor.
The sponsorship industry continues to build on its sophistication, but this is a setback. I understand everyone has to justify their financial commitment and NBC has made a substantial financial commitment to the Games, but this practice is damaging to sponsors and threatens the future of sponsor investment. Going forward, official broadcasters must protect the official sponsors and sponsors should refrain from misleading the public. As companies increasingly embrace social responsibility initiatives, it is important for all to work on adhering to a higher standard of ethics.