We love a good loophole here at StopPress. And despite the strict MEMA rules that aim to protect sponsors' investments, there are still plenty of them available to savvy marketers hoping to make some hay while the Big Rugby Event shines. Official sponsor Heineken is already slightly aggrieved with Steinlager's nostalgic white can campaign because of its focus on the tournament rather than the All Blacks and now Independent Liquor and Barnes, Catmur & Friends are getting in on the act with a cheeky billboard at the Auckland Airport.
Last year, Vodafone and FCB set out with an experiment that saw Red Bull driver Mad Mike whiz around a race track in a blacked out car, surviving only by the grace of Vodafone's 4G network. Now, the ad has been recreated in seven different countries around the world, including one that puts actor Patrick Dempsey in the driving seat.