Question

Fuji film sponsored a beach volleyball tournament in February in Laguna Beach, CA. They paid over $300,000 to be the official sponsor of the tournament and were extremely upset when Kodak, who was not an official sponsor, showed up right outside the venue and began marketing Kodak products. What made it even worse was that Kodak used unconventional marketing techniques that really caught people's attention. A group of Kodak employees painted their entire bodies yellow and wore Kodak shorts. Then, they offered people Kodak digital cameras and told them they could win a free Kodak camera if they took the goofiest picture. Kodak was using which two marketing techniques?

Answer 1

Answer:

Kodak is using ambush marketing and guerrilla marketing.

Explanation:

Ambush marketing is where a business tries to associate itself with an event that is officially sponsored by a rival business. The beach volleyball tournament has Fuji film as its official sponsor. However, a direct competitor, Kodak, begins marketing its products outside the venue, thus benefiting from the event even though Fuji film paid a huge amount in its sponsorship. This is a classic example of ambush marketing.

Guerrilla marketing involves the use of unconventional or unusual methods to promote a product. Kodak adopts this technique by having its employees paint their entire bodies yellow to draw attention. Moreover, Kodak offers rewards to people for taking the goofiest pictures, again employing an unconventional technique to promote Kodak cameras.