Comment faire de l’ambush durant la Coupe du Monde de football

Réponse de la part d’Axe : tatouer sa marque sur les seins de Larissa Riquelme, la « World Cup Girlfriend », qui s’est fait connaitre durant la Coupe du Monde FIFA pour ses tenues provocantes, sa poitrine avenante et son encouragement sans faille envers l’équipe de Paraguay.

Une belle façon de profiter de l’engouement populaire et d’attirer l’oeil (c’est le cas de le dire!) et exposer la marque, ce qui a permis de générer de la visibilité et du « free » (earned) media, évalué à 2 millions de dollars et de démontrer une nouvelle fois la signature « L’effet Axe ».

L’utilisation des supporters dans la communication des marques, le nouvel eldorado de l’ambush marketing ou l’ennemi inattendudes pratiques réglementées en marketing sportif?

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