Can the ambush of Greenpeace be seen as a method of Ambush marketing, and if so, what (if any) effect did it have?

Charlie Pritchard

Abstract


On the 25th August 2013, Greenpeace protesters ambushed the podium celebrations of the Belgian Formula One Grand Prix. While protests at sporting events are not uncommon, what is unusual about this event is that it managed to catch the organisers off guard at a crucial part of the ceremony, in front of the world media.

This article will explore how the protest occurred and analyse what the implications are for both Shell and sporting events more generally.

Keywords: Ambush Marketing, Formula One, Event Management, Security, Protest, Environmentalist



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