Posts Tagged ‘world cup’

A Dutch company WANSSUM, has created a futuristic vending machine on wheels as a new platform for marketing and advertising,called MARV — Media and Advertising Racing Vehicle — the electric-powered robotic tricycle dispenses candy, drinks and other refreshments in a special packaging designed to display advertisements.

MARV, vending machine

Apart from dispensing drinks and snacks the vending machine can also be used to view movies, print coupons, get a discount, play games or plug in their iPads and it also enables payment through Internet or smartphone.The touchscreen vending machine recognizes and interacts with customers using Microsoft’s Kinect system,next year with an upgrade of the kinetic system the MARV will even be able to talk to the users.

“MARV offers companies the possibility of target advertising and product placement,” US Candy Network’s Chantal Kersten explained. “When someone at the movies sees a product in the latest blockbuster, he goes out for candy during the break and at the same time gets a discount coupon for that product.”

The machine can be custom-made into characters from movies or amusement parks or other corporate designs.

An American “mega toy store” has reportedly ordered a large number of machines, on which children can play virtual games in stores or get discounts. Additionally, a major sponsor of the World Football Championships in Brazil next year has reportedly ordered 14 MARVs to be built, according to the manufacturer. The company said that the advertising space on the back of the coupons has been claimed by a fast-food company, too.

The vending machines are assembled at US Candy Network, which also designs and updates the software. The company said it expects to deliver 3,000 machines in the coming year.

With the official launch in Cologne, 478mr.com goes live. It will launch at the world’s largest sweets and snacks fair ISM in Cologne, Germany on Jan. 26.

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What is Ambush Marketing?

When embracing ambush marketing a brand attempts to attach itself to an event without paying official sponsorship rights. Certain requirements must be adhered to (usually the avoidance of using specific terms and slogans in marketing), but if executed correctly the practice is entirely legal. However, ambush marketing poses certain ethical and moral questions which could potentially have a negative effect on a company or brand’s image/reputation.

Bavaria Beer’s ambush at the 2010 FIFA World Cup

On June 14 2010, Bavaria Beer was accused of initiating an ambush during the FIFA World Cup soccer match between Denmark and the brand’s home country of the Netherlands. Mid-way through the game, 36 female members of the crowd were ejected by FIFA security (FIFA is the governing body of world soccer), with the FIFA citing “a clear ambush marketing activity by a Dutch brewery company”. The crowd members were all models, dressed in identical orange dresses which were part of a gift pack offered by Bavaria Beer. Although the company had made efforts to ensure that the dresses were recognized in association with the beer (Sylvia van der Vaart, wife of the prominent Dutch soccer star Rafael, was approached to model the dress to raise brand awareness) the ambush itself was likely to be low-key until the ensuing controversy elevated the stunt to an issue reported worldwide across all media platforms. FIFA was criticized for its handling of the situation, going so far as to arrest two of the participants for their role in orchestrating the ambush. Many felt that the punishment was too severe, but FIFA insisted with some justification that it was going to necessary lengths possible to protect the interests of its official sponsors.

Ironically, the heavy-handedness of the actions taken by FIFA has probably guaranteed the brand far more exposure than if they had allowed the ambush to continue unpunished. As far as organizing bodies are concerned, this highlights the importance of judging the
appropriateness of a response. Successful ambushes are by their very nature difficult to defend against, so there must be a high degree of consideration regarding how the media and general public will respond to the defense.

This was not the first time Bavaria Beer ambushed the FIFA World Cup. In June 2006, the brand gave out free branded orange lederhosen to around 1,000 Dutch fans to wear at a game between the Netherlands and Ivory Coast. The fans were not allowed into the stadium wearing the lederhosen, and instead were forced to watch in their underwear. The fact that ambushes have occurred at consecutive events heightens anticipation about what the brand might do next time (in 2014, when the World Cup is to be held in Brazil). This kind of elevated interest/anticipation in a brands’ activities give it a stronger platform to generate added exposure (and possibly sales), which only serves to highlight the attraction of embracing ambush marketing.