Increasingly, the Olympic Games is becoming a jamboree of business innovation as well as athletic endeavour.
Sponsors pay large amounts for epic advertising campaigns while attempting to grasp at a mushrooming social media community.
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But it’s perhaps the activity around the edges that is most impressive. Businesses barred from mentioning the Olympics in their advertising have come up with several eye-catching campaigns, dubbed ‘ambush marketing.’
Today, we pick out five of the best to emerge during London 2012. Each should provide food for thought on how your start-up can cash in without falling foul of the brand police.