Ready for some sly marketing genius?
When the Olympics roll around, the Games’ and the country’s official corporate sponsors pay big bucks for the rights to associate themselves with the world’s five-ring circus. Strict rules are in place that prevent unofficial sponsors from associating themselves with the Olympic movement, but that never stops those companies from sneaking in through a perfectly legal side door.
So while beer behemoth Molson is an official supporter of the Canadian Olympic party, chief competitor Budweiser isn’t even on the guest list. But that hasn’t stop the bottler from finding a creative way in.
Meet Red Zeppelin, the world’s largest goal lamp:
Bud has taken its successful goal light campaign last season and inflated the idea up into 70-foot-wide, two-storey-tall blimp that will illuminate with more than 75,000 LED lights and blare 600 watts of joy whenever Team Canada scores a goal in Sochi. (Somewhere in Toronto, Scotty Booth weeps.)
“We think it’s good to take the best ideas and maybe look at it from a different angle,” the brand’s marketing director, Michaela Charette, says in the clip.
Wonder if the blimp will be visible from Molson house…
