An article on the marketing in and around the Beijing Olympics and the ones scheduled in London in 2012 offers an interesting insight into the world of ambush marketing in the post web 2.0 era. It uses the successful examples of viral marketing campaigns by Pepsi and McDonalds which have leveraged the concept of consumer generated content to skirt the strict advertising and sponsorship norms of the International Olympic Committee. The regimentation of the outdoor advertising has been hugely undermined by the smart virals. Jesse Kanclerz has an interesting article where the author observes that “Ambush marketing is at its worst when the company misrepresents itself as the official sponsor of the event. ” However, in Pepsi’s case, the cola giant played upon national pride while skirting clear of any hints of formal tie ups with the event. It would be all the more interesting to observe how lesser known companies with limited marketing budgets use the web 2.0 and buzz marketing campaigns for share of voice. Will get back with some interesting cases.