Ambush marketing is a promotional tactic used by companies to gain attention and publicity without paying for it. It is a form of guerrilla marketing that takes advantage of the media attention surrounding an event or a product launch to gain exposure.
Example | Nike released a high-profile advertising campaign during the 2012 London Olympics |
How Does It Work?
It works by creating an association between a brand and the event without actually paying for it. This can be done through clever advertising campaigns, product placement, or by creating a buzz around the event. It is a great way to get your brand noticed without spending a lot of money.
The Pros and Cons
Ambush marketing is a marketing strategy used by companies to gain publicity and create brand awareness without having to pay for the sponsorship of an event. It involves using the publicity surrounding an event to promote a brand without actually being associated with the event. While this strategy can be effective, it also has some potential drawbacks.
Advantages –
The primary advantage is that it allows companies to gain exposure without having to pay for the rights to be an official sponsor of an event. This can be especially beneficial for smaller companies that may not have the budget to compete with larger companies for sponsorship rights. Additionally, It can be used to create a sense of excitement and buzz around a brand.
Drawbacks –
However, there are some potential drawbacks. It can be seen as unethical or even illegal, depending on the context. Additionally, it can be difficult to measure the effectiveness of the strategy, as there is no direct link between the event and the brand. Finally, it can be difficult to execute an ambush marketing campaign without being noticed, as the event organizers may take action to prevent it.
Overall, the tactic can be a useful tool for companies looking to gain exposure without having to pay for the rights to be an official sponsor. However, it is important to consider the potential drawbacks before embarking on an ambush marketing campaign.
Different Types
- leveraging existing relationships
- leveraging competitor relationships
- leveraging media coverage
- leveraging social media
A few Examples in India And the Globe
Example | Event |
---|---|
Amul’s “Utterly Butterly Delicious” during World Cup 2019 | Witty outdoor ads leveraging cricket |
Durex’s “Play More” during IPL | during IPL matches |
Vodafone’s “ZooZoos” during IPL | animated characters during IPL |
Kingfisher’s “King of Good Times” during Formula 1 races | Associating with Formula 1 events |
Pepsi’s “Change the Game” during Indian Premier League (IPL) | Engaging advertisements featuring cricket stars during IPL seasons. |
Airtel’s “Har ek friend zaroori hota hai” during the Indian Premier League (IPL) | Catchy tagline and relatable ads during IPL |
Idea Cellular’s “What an Idea, Sirji” during Indian Premier League (IPL) | Memorable ads highlighting social issues during IPL |
Fevicol’s “Ultimate Stickiness” during cricket matches | Creative ads showcasing the strength of the adhesive product during matches. |
Cadbury’s “Kuch Meetha Ho Jaye” during cricket tournaments | during cricket events |
MRF’s branding on non-sponsored cricket gear | Logo placement on cricket equipment and Bats is not officially sponsored by MRF. |
Nike’s “Bleed Blue” during ICC Cricket World Cup 2011 | Inspirational ads promoting the Indian cricket team’s support with brand integration. |
KitKat’s “KajuKatli” during Diwali | Playful ads associating the chocolate brand with traditional Diwali sweets. |
Amazon’s “Apni Dukaan” during festive sales | Promotions positioning Amazon as a one-stop shop for festive season shopping. |
Flipkart’s “Ab Har Wish Hogi Poori” during Big Billion Days | Catchy slogan and offers during the annual Big Billion Days sale event. |
Parle-G’s “G for Genius” during exam season | Advertisements highlighting the energy and nourishment aspects of the biscuit. |
Tata Salt’s “Desh Ka Namak” during patriotic occasions | Branding associating Tata Salt with the pride and essence of the nation. |
Paytm’s “Karo, Khushiyan Bhari” during the cashless drive | promoting digital payments and cashless transactions All Over india |
Coca-Cola’s “Thanda Matlab Coca-Cola” during summers | during hot seasons |