What is Ambush Marketing?
Ambush marketing is a marketing tactic in which a company or brand attempts to associate themselves with an event, such as a sporting competition or concert, without paying a sponsorship fee. It is an attempt to capitalize on the awareness and excitement surrounding the event without having to pay for the rights to be an official sponsor.
How Does Ambush Marketing Work?
Ambush marketing attempts to create an association between the brand and the event. This can be done through advertising, product placement, or even simply having their products visible at the event. The goal is to create the impression that the brand is an official sponsor, even though it is not.
Examples of Ambush Marketing
One of the most famous examples of ambush marketing is when Nike released a series of ads featuring the Nike swoosh during the 1996 Olympic Games, even though Reebok was the official sponsor of the games. Another example is during the 2016 Super Bowl, when Skittles ran an ad featuring Aerosmith frontman Steven Tyler, even though Pepsi was the official sponsor.
Benefits of Ambush Marketing
Ambush marketing can be a very cost-effective way to get a brand’s message out. It can also help a company stand out from the competition, as it is often unexpected and can be seen as more creative than traditional sponsored ads.
Drawbacks of Ambush Marketing
The primary drawback of ambush marketing is that it can be seen as unethical and deceptive. Companies can face legal repercussions if they are found to be in violation of the event’s rules and regulations. Furthermore, if the ambush marketing campaign is unsuccessful, the brand could end up losing money.
Conclusion
Ambush marketing can be an effective way to get a brand’s message out, but it can also be seen as unethical and deceptive. Companies must weigh the benefits and drawbacks before deciding whether or not to pursue an ambush marketing campaign.