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Ambush Marketing Tweet

 

Ambush marketing is all about a firm trying to get their product into the limelight for as little cost as possible or for free by ambushing another event which may have a big publicity and sponsorship deals.

The aim of ambush marketing is to increase the profile of the company through the press it has generated. Ambush marketing can be risky, consumers may not take lightly that a certain favourite event has been ambushed by a corporate brand, so firms need to think carefully before they decide what events or venues to ambush. Things a company need to think about are,

Is there an association with the event and the company brand?

Will the publicity gained improve the profile of the brand?

Is there any risk of a backlash or negative publicity

 

Here are a few examples of ambush marketing.

Braveria a brewery allegedly placed 36 women all dressed in orange t-shirts and miniskirts in the 2010 world cup against Denmark and Netherlands. The t-shirt and miniskirts where also being sold as part of a promotional package along with their drinks. The girls were asked to leave during the match as Budweiser where the main sponsors of the World Cup.

 

During the 1996 Olympics Linford Christie wore Puma contact lenses during a press conference, even though the Olympics were being sponsored by another sorts firm.

 

 

Above two airlines clearly Kingfisher airlines have ambushed Jet Airways advertising strategy.

 

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