Ambushing Adidas: Nike’s ‘Write the Future’ Campaign
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promotional campaigns and dominated Adidas in terms of brand identity. Experts felt that though Adidas had spent millions of dollars on becoming an official sponsor of the 2010 World Cup it had been unable to build up the pre World Cup momentum and was less effective in connecting with soccer fans and customers. The case concludes by discussing whether it is more beneficial to sponsor an event or to just ambush it through the creation of relevant and unofficial communication. The case is intended for the MBA/ MS level program as part of the Brand Management/ Marketing Communication curriculum.
» Understand ambush marketing, and the various issues and challenges related to it
Ambush marketing,Brand sponsorship,Brand communications ,Brand association,Brand identity,Brand value, pyramid of influence’Innovative marketing campaign ,Buzz marketing,Word of mouth strategy ,Social media channels,Product placement,FIFA World Cup branding,Nike,Adidas
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