What is ambush marketing?

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When it comes to improving our business, we have all kinds of advertising techniques at our disposal . Today we are going to analyze ambush marketing , a strategy with which a brand takes advantage of its rival's visibility to promote itself.

Ambush marketing: what it is and how it works
Ambush marketing is an advertising strategy that is based on associating a brand or product with a high-profile event , such as sporting competitions, concerts or international fairs, without paying the corresponding sponsorship fees .

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There are also cases in which ambush marketing uses news or kuwait phone number lead a success of its rivals to take advantage of it with an ambush marketing strategy. In short, the brand takes advantage of its rival to sneak in advertising and attract the audience's attention. A risky technique, but one that, when well developed, generates a high impact .

How ambush marketing works
Ambush marketing focuses on leveraging the media attention generated by an event to gain visibility . Brands use creative and unconventional tactics to generate a connection between their image and the event in question.

Also, keep in mind that there are several types of ambush marketing :

Direct : Seeks to associate with an event even if it is not the official sponsor.
Indirect : generates an advertising campaign parallel to that of a rival.
The great advantage of ambush marketing is that, if well orchestrated, it can achieve a huge impact for a remarkably small budget.

Examples of ambush marketing
You might imagine that it is a resource used by large corporations, but there is always the possibility that any type of business can take advantage of ambush marketing.

Pepsi and Coca-Cola

Pepsi is a master at this type of campaign, and one of its most profitable ads was a well-crafted ambush marketing strategy. In 2001, Coca-Cola was at its peak, with sales breaking all records. Pepsi launched an ad that managed to significantly increase its sales volume. In it, we see a child buying two cans of Coca-Cola to use as steps to reach the button and buy a Pepsi.

Nike and the London 2012 Olympic Games

Another impeccable ambush marketing campaign was carried out by Nike during the 2012 London Olympics. Adidas was an official sponsor of the event, but Nike launched a campaign called "Find Your Greatness" , which included advertisements starring athletes from around the world in places called "London", but which were not the British capital (e.g. London, Ohio, USA).

A strategy that managed to capture the Olympic spirit without being a sponsor or violating Adidas ' exclusivity rights .

Bavaria and the 2010 World Cup
At the 2010 World Cup in South Africa , Bavaria, a Dutch beer brand, ran one of the most memorable ambush marketing campaigns . During a match, a group of women appeared in the stadium dressed in striking orange outfits, Bavaria's signature colour.

This movement attracted a lot of media attention and FIFA obviously took notice and evicted the women, but Bavaria managed to capture the attention of millions of fans without spending on sponsorships .

At MASMOVIL NEGOCIOS we hope to have helped you understand what ambush marketing is with examples so that you understand this type of advertising.