" AMBUSH MARKETING"

1. Introduction

Ambush marketing refers to a marketing technique employed by a company to capitalize on and garner exposure from the marketing efforts of other brands. It is broadly classified into two types: direct and indirect ambush marketing. Unlike guerrilla marketing, which utilizes unconventional strategies to attract customers to a specific brand, ambush marketing involves a brand leveraging the marketing campaigns of competitors to promote its products without paying sponsorship fees.

In essence, ambush marketing occurs when a brand strategically intercepts or imitates the marketing strategies of competitors to gain a competitive edge, enhance brand awareness, and generate revenue. This approach involves the unofficial promotion of goods and services, often without seeking permission from authorities. Ambush marketers aim to create an impression of official association with an event or team without paying the associated promotional fees.

While some view ambush marketing as a clever advertising tactic, others criticize it as an unethical business practice employed by companies.

[1] Types of Ambush Marketing

(i) Direct Ambush Marketing:

Predatory Ambushing: This involves a brand intentionally attacking another brand, creating confusion about the true sponsor and diverting attention in the market.

Coattail Ambushing: Brands connect with smaller events instead of larger ones, creating an association that might mislead consumers. For instance, Adidas distributing its products during a football league sponsored by Nike.

Property or Trademark Infringement: Brands use competitors' logos, symbols, and taglines to attract and confuse the audience regarding the actual sponsor of an event.

Self Ambushing: Occurs when a company exceeds the limits set in a sponsorship contract, infringing on the rights of other sponsors in the event

(ii) Indirect Ambushing:

Ambushing by Association: Brands use terms or images without intellectual property rights to create an illusion of a connection with a particular brand.

Value-Based Ambushing: Non-sponsor brands advertise their products with themes or values that capture attention during significant events.

Ambushing by Distraction: Companies promote an event without being directly involved in it.

[2] Examples of Ambush Marketing:

Example 1:

Two brands, X and Y, are associated with an international sports event in a football stadium. While Y is the official sponsor, X employs marketing tactics during the event to create an impression that it is the main sponsor, competing with Y. This situation is an example of Brand Y being ambushed by Brand X.

Example 2:

The 1996 Olympic Games in Atlanta provide a notable instance of ambush marketing. Nike chose not to pay sponsorship fees but engaged in ambush marketing by featuring its products prominently in the Olympics. For instance, Michael Johnson wore gold Nike shoes and medals, overshadowing the main sponsor, Reebok.

[3] Advantages and Disadvantages of Ambush Marketing:

Advantages:

1. Ambush marketing is inherently creative and has a high potential to capture people's attention effectively.

2. This strategy allows for a departure from traditional advertising, providing brands with the freedom to use unique tones and styles in their content.

3. Successful ambush marketing can positively impact customer perceptions of a brand, enhancing brand credibility.

4. When executed correctly, ambush marketing has the potential to generate revenue and increase profit margins for the business.

Disadvantages:

1. Ambush marketing can be an expensive form of advertising, especially when competing with other brands for attention.

2. Tracking and measuring the return on investment in ambush marketing can be challenging, making it difficult to assess the effectiveness of the strategy.

3. Quick planning and coordination within limited time and space constraints are often required, posing a challenge for effective execution. [1]

2. Is Ambush Marketing Legal?

Ambush marketing, while walking a fine line between creative ingenuity and potential legal issues, is generally considered legal as a concept. However, there is a real risk of infringing on another company's intellectual property if not approached carefully. Additionally, marketers need to be cautious about potential breaches of advertising regulations in specific countries or regions.

To stay within legal boundaries, marketers employing an ambush approach should heed the following tips:

1. Avoid using actual brand names, taglines, logos, or other branded materials associated with other companies or events.

2. Hint at events rather than overtly suggesting them, ensuring references are not overly obvious.

Successfully navigating ambush marketing requires subtlety to align with legal constraints, and marketers should exercise caution to avoid copyright infringement and regulatory issues in their campaigns. [2]

3. Prominent Ambush Marketing Examples:

1. Nike:

Nike, a master of ambush marketing, showcased a notable example during the 1996 Olympic Games in Atlanta, Georgia. Despite Reebok being the official sponsor, Nike inundated the city with billboards and brand assets, creating confusion about the actual sponsor. Featuring Olympian Michael Johnson with gold Nikes further added to the ambiguity.

2. Samsung:

In October 2011, Samsung capitalized on the anticipation of Apple's iPhone 4S launch. Setting up a pop-up shop next to an Apple Store in Sydney, Australia, Samsung offered its Galaxy for a mere two Australian dollars, a stark contrast to the iPhone's $850 price tag. While a bold move, Samsung took advantage of the opportunity to lure Apple enthusiasts.

3. Audi and BMW:

A memorable ambush marketing face-off unfolded in Santa Monica, California. BMW hosted a rally with the slogan, "A BMW rally with two nearby service centers. Whats next, paramedics at a chess tournament?" Seizing the opportunity, Audi responded with billboards stating, "Chess? No thanks, Id rather be driving," and "Your move, BMW." BMW countered with a billboard across the street, simply saying, "Checkmate." This friendly feud exemplifies clever and creative ambush marketing tactics. [3]

4. Conclusion

In conclusion, ambush marketing presents an affordable avenue for disrupting a competitor's marketing efforts or sponsorship arrangements. Nevertheless, as illustrated by the London 2012 Olympics example, executing successful ambush marketing is now more challenging than before. Companies intending to employ this strategy must approach it with creativity, ensuring that their campaigns are both effective and legally compliant to avoid potential issues. [4]

5. Citations:

[1] Ambush Marketing, Available at: https://www.wallstreetmojo.com/ambush-marketing/#what-is-ambush-marketing, (Last visited, February 1, 2024)

[2] What is Ambush Marketing Why it Causes so Much Controversy?, Available at, https://rockcontent.com/blog/ambush-marketing/(Last visited, February 1, 2024)

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[4] Ambush Marketing, Available at, https://www.learnmarketing.net/ambushmarketing.htm#:~:text=Conclusion,marketing%20campaign%20or%20sponsorship%20deal. (Last visited, February 1, 2024)