Ambush marketing
Ambush marketing is a marketing strategy in which a company tries to associate itself with an event without paying sponsorship fees. This can be done through clever advertising campaigns or promotions that create the impression that the company is an official sponsor of the event.
One famous example of ambush marketing is during the 2012 London Olympics, when Nike ran an advertising campaign featuring athletes who were not sponsored by the official Olympic sponsors. This gave the impression that Nike was a sponsor of the event, even though they were not.
Another example is during the FIFA World Cup, where non-sponsors often try to capitalize on the event by using similar colors or logos in their advertising, without actually being an official sponsor.
Ambush marketing can be a risky strategy, as the official event sponsors may take legal action against companies that try to piggyback on their investment. However, if done correctly, ambush marketing can be a cost-effective way for companies to gain exposure during major events.
- Advantages of ambush marketing:
- Cost-effective way to gain exposure
- Can create buzz and attention for the brand
Overall, ambush marketing is a creative way for companies to get their name out there without having to pay the high sponsorship fees associated with major events.