Ambush Marketing
Posted: Sun Jan 05, 2025 6:29 am
You know when a company isn't an official sponsor of an event, but advertises it so well that you think it is? We'll show you some interesting examples in a moment, but this is the definition of ambush marketing .
It is a very controversial topic and divides opinions in the advertising world. On one hand, there is the genius and creativity of managing to attract attention, whether through advertising pieces, videos, street actions, among thousands of other strategies. On the other, there is the invasion and illegality of taking advantage of those who are truly investing in that event to make it happen.
Some say that the best of all worlds would be the fusion of the canada phone number data creative minds of ambush marketing and the big sponsoring brands, which often, guided by the money they invest, leave creativity aside to bet on the strength of the exhibition volume.
Ambush marketing is, in many cases, illegal and provides for certain penalties and punishments for those who practice it. The lines between creativity and illegality are very close and great care must be taken not to cross them .
In 2010, for example, Budweiser was a sponsor of the World Cup in South Africa, but during the match between the Netherlands and Denmark, the Bavaria beer brand infiltrated some girls dressed in orange into the crowd, which attracted a lot of attention and the brand later revealed that it was an ambush marketing campaign. The brand was one of the most talked about during the World Cup due to its creativity.
ambush marketing
Another example was Durex with its line of condoms during the Olympics.
ambush marketing
At the 1996 Olympics, Nike also drew a lot of attention when it put Michael Johnson, who would break the world record, in a gold sneaker. Because it was a record and an unusual shoe, the brand was one of the most talked about and photos even made it onto the cover of Time magazine.
It is a very controversial topic and divides opinions in the advertising world. On one hand, there is the genius and creativity of managing to attract attention, whether through advertising pieces, videos, street actions, among thousands of other strategies. On the other, there is the invasion and illegality of taking advantage of those who are truly investing in that event to make it happen.
Some say that the best of all worlds would be the fusion of the canada phone number data creative minds of ambush marketing and the big sponsoring brands, which often, guided by the money they invest, leave creativity aside to bet on the strength of the exhibition volume.
Ambush marketing is, in many cases, illegal and provides for certain penalties and punishments for those who practice it. The lines between creativity and illegality are very close and great care must be taken not to cross them .
In 2010, for example, Budweiser was a sponsor of the World Cup in South Africa, but during the match between the Netherlands and Denmark, the Bavaria beer brand infiltrated some girls dressed in orange into the crowd, which attracted a lot of attention and the brand later revealed that it was an ambush marketing campaign. The brand was one of the most talked about during the World Cup due to its creativity.
ambush marketing
Another example was Durex with its line of condoms during the Olympics.
ambush marketing
At the 1996 Olympics, Nike also drew a lot of attention when it put Michael Johnson, who would break the world record, in a gold sneaker. Because it was a record and an unusual shoe, the brand was one of the most talked about and photos even made it onto the cover of Time magazine.