It Looks Like it Might Be a…
December 6th, 2010
Tanner Hall, Pro Skier
TRAP! Consider the concept of ambush or guerilla marketing and how it pertains to the sponsorship of events. In class (Comm 101_2) we extensively covered the Bell sponsorship of the 2010 Olympic Winter Games and their conflict with Telus’ presence in Whistler. Telus was everywhere, it seemed Bell had paid a $200 million sponsorship bid only to still be in competition with Telus during the games. Now consider Mountain Dew, in snowboarding, skiing, skateboarding they sponsor The Dew Tour, pro riders competing in cross country venues. Now consider the pros themselves, most are sponsored by energy drinks, Redbull, Monster, Rockstar, etc. So you have riders competing in the Mountain Dew Tour wearing helmets and jackets covered in advertising for these energy drink companies. Is it worth Mountain Dew sponsoring the events if these outside companies seem to be getting all the publicity? Possibly, but that’s neither here nor there, these energy drinks companies are getting better publicity and spending next to nothing, guerilla marketing.