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? A “Counter-Slander” campaign.

They purchased the billboard right next to Audi’s billboard, added a billboard extension and, countered with the 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 what I like to call a “Counter-Slander Campaign Strategy.” It’s also a great argument against the slander campaign strategy.  More on that in another post.