Tacky? Or superior marketing thought?

If you've just awoken from a long Rip Van Winkle-like sleep, you may not know that the World Cup is taking place this fortnight in South Africa. Companies from around the globe pay millions of dollars to get their name associated with this largest and most watched sporting event on the planet.

But what if you don't have the resources (or inclination) to spend that kind or money? Or what if one of your competitors already forked over the cash to claim a coveted category-exclusive sponsorship?

Perhaps there IS another way to get some notice. Dutch beer brand Bavaria sure found a way, and it is getting noticed in the media all over the world.

Is this a criminal enterprise, or merely the case of "David" once again finding a way to slay "Goliath?" Take a look and you be the judge.

In the meantime, here's a photo of guerrilla marketing in action: