The Bottom Line: We really enjoy the creativity involved when companies employ classic "ambush marketing" tactics to get their message out. Stay tuned and see if anyone does KFC's "Chicken Dance" during the Super Bowl. 02-01-2008
AMBUSH MARKETING AROUND THE TIME of the Super Bowl is always an audacious endeavor. Now one marketer -- KFC -- is looking to crash the party itself. The question is, will its guests crash back? KFC wants to give a big $260,000 donation to a charity if a New York Giants or New England Patriots pass receiver who scores a touchdown does the chicken dance -- one where the football player will flap his arms -- for at least three seconds in the end zone. Helping that along, you could now find Dallas Cowboys' Terrell Owens being asked on ESPN's "SportsCenter" who would win the big game. He said it would be the team that had the pass receiver who does the KFC "chicken dance." Owens is doing that little stunt all around town on sports news programs. It turns out the promotional stunt is an unofficial one. KFC isn't a Super Bowl advertiser -- though it has been one in the past. The NFL is already pissed KFC is considering this ambush marketing without its approval, and is considering fines if any player even so much as lifts a elbow. Using Owens is cool and an obvious way for KFC to cover some of its bets if a receiver doesn't catch a TD pass, or refuses to do the arm wiggle. You already have an NFL receiver in the name of Terrell Owens showing off how it's done. Ambush marketing this time of year is almost a given - as some advertisers will do anything to get around spending that big $3 million or so price for a 30-second spot. But many advertisers go outside the actual event itself to pitch products. For example, Seattle Seahawks' Matt Hasselbeck was touting the wonders of EAS, a supplement company, to ESPN's Jim Rome (right after Owens' appearance on the network). My question is, what will happen the next time KFC wants to do a marketing deal with the NFL or one of its TV partners? With any daring strategy, you need a backup plan. KFC has that with Owens - but may need another, especially if it has any future marketing programs for chicken that concern pigskin.
