Tuesday, October 30, 2007

Heineken – unlucky, clumsy, ill advised or a clever marketing ploy…

Heineken received significant coverage around the Rugby World Cup last week as 25% of all articles that mentioned a partners, sponsors or official suppliers mentioning the company at least once.

The company was struggling to navigate the sport's sponsorship rules, getting publicity in ways they might not have intended.

How'd I know? Do I know anything about Rugby? Hardly.

This came from the attached Factiva Insight media analysis of the sponsors of the sport's championship.

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