The only football I'm into is the NFL, but I did buy into the FIFA hype enough to check out a U.S. match. Apparently, I was watching the wrong one. The match to watch was last week's Netherland-Denmark battle that turned into FIFA and Budweiser vs. Bavaria brewing company.

Bavaria apparently infringed on Bud's exclusive World Cup sponsorship deal with a bit of ambush advertising, sending in 30 Dutch women in orange Bavaria mini dresses into the stadium. And as you can see, they got plenty of attention:

So the women were escorted out. Two of the organizers were arrested, but charges were dropped when Bavaria and FIFA agreed to a settlement.

Admittedly, I've been involved in a few tactics that have stolen attention from another, more prominent sponsor, intentionally and unintentionally. Ambush marketing and other guerilla tactics aren't for everyone. Some clients and brands are much bolder than others, so make sure your client can stomach the worst case scenario — such as fines and in this case, arrest — before you even brainstorm on anything.

What you obviously don't want:

• Results that will harm your client
• To damage the brand
• Injure someone
• Set up your client (and yourself) for a lawsuit (all parties get named)

What you want:

• Get people talking. Sex is always the lowest form of attention grabbing, but Bavaria probably got more attention than any Budweiser signage.
• Be disruptive without being destructive. Again, they got attention in a playful way, without ruining the game. (You know how some soccer fans get.)
• Create a moment that fits the brand. Would this stunt make sense for other FIFA sponsors, such as KIA or VISA? Bavaria is far from being conservative, no matter where they are in the world:

Of course, Bavaria was expecting some backlash, but nothing their checkbook couldn't cover. And I'm sure they ended up paying far less than Bud for all the attention they received.

So I have to ask: ladies, would you wear a mini dress that comes free with a case of beer?