Indirect ambush marketing
During events such as the Olympics or World Cup, brands can employ ambush marketing tactics to maximize their exposure. Using ambush marketing techniques, a brand can create a unique campaign that is more memorable than traditional ads. These campaigns can also boost brand credibility and overall profit. However, they are expensive. Ambush marketing is usually spearheaded by large, well-funded companies. It can be a risky approach, but well-executed tactics can pay off.
Ambush marketing is a form of advertising that uses the same theme as the event sponsor, without claiming that the brand is an official partner or sponsor. The goal is to enlarge a brand’s market share by drawing attention to its products or services. To maximize this effect, it is important to avoid using terms such as “sponsor” or “tickets” in your ads. Indirect ambush marketing takes a subtle approach and can include symbols, images, and words that imply that the brand is associated with the event. This approach can also include promoting individuals who are participating in the event.
Ambush marketing is often used by well-funded companies to generate brand recognition and expand their market share. This type of marketing can be very profitable and can lead to a huge increase in brand recall. Whether you are a small or large brand, ambush marketing can help you gain a huge audience. Indirect ambush marketing is different from direct ambush marketing, which involves aggressive marketing efforts. While both are intended to get more exposure for a brand, indirect ambush marketing is more subtle and does not attack a competitor.
An indirect ambush can be as simple as putting up a promotional stall or billboard near an event. These campaigns can also involve using words that imply that the brand is associated with and using the colors of an event. Other tactics such as sending a representative to the event can be used to draw attention to the brand. It can also be helpful to assign multiple values to different factors. This allows for more flexibility and creativity for the brand.
For example, the beer brand Carlsberg was the official sponsor of the 2008 UEFA European Championships. It also gave out free branded merchandise during the tournament. It was later discovered that the company had violated its sponsorship agreement by marketing its products. In response, Carlsberg was fined and forced to pay damages to other official sponsors.
Another famous example of ambush marketing is Burger King’s Whopper Detour campaign. The company sponsored an alternative athletes’ village during the 1996 Olympic Games. Puma, meanwhile, tied its Forever Faster slogan to Usain Bolt’s gold medal performance in the Rio Olympics. The company then went on to flood the media with pictures of Bolt wearing golden Puma shoes.
The beer brand Bavaria also used ambush marketing during the 2010 World Cup in South Africa. During the tournament, the company sent 36 ladies in orange mini-dresses. These women were then ejected from the tournament. The company later suspended the campaign, but its reputation was restored.