The "Counter-Slander" Campaign

Heard about BMW’s "Marketing Ambush?"

In Santa Monica, California, Audi posted a billboard advertising their new car as a direct competitor to BMW’s. The billboard sported the smug headline: "Your Move BMW."

How did BMW respond?

They purchased the billboard right next to Audi's billboard added a billboard extension and countered with a one-word headline: "Checkmate."

This marketing ambush is a brilliant move on BMW’s part. The ad is a beautiful combination of expert media placement and inspired copy writing.

This is the perfect example of the Slander Campaign Play. It's also a great argument against such a tactic.

Learn more about this and other campaign strategies from JDM.