Listening Post - Feature: London Olympics: Ambush advertising

 
From July 27, London will host the 30th Olympic Games. The stakes are high and the competition will be fierce, not just among the athletes, but the corporations who will use the mega-media event to sell to the billion people tuning in. The price to advertise has been around the $50million mark and companies have ensured they are getting their full money's worth. The official sponsors, however, find themselves competing with numerous advertising rivals, 'ambush marketers,' who employ guerrilla tactics to crash the branding party that the Olympics have become. The Listening Post's Flo Phillips looks at the competition of the corporations in this year's Olympic Games.