Ambush Marketing: Evil or just Clever? (Theme: Ambush/Guerrilla Marketing)

Ambush marketing is a concept that I’ve known about for a very long time, but have never given much thought to.

Bell & Telus: A classic ambush marketing example, as seen on Case #3!

Defined as a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee, ambush marketing is a term hissed at in industry circles. As undeniably effective as it is damaging, a firm that utilises ambush marketing attracts customers at the expense of competitors, at the same time undermining the integrity of, in most cases, the sporting event. It may even also compromise the event’s future ability to attract future sponsors.

Arguably the greatest ambush marketer of our time, Nike is definitely guilty of these practices; some great examples are on this site.

http://www.brandchannel.com/features_effect.asp?pf_id=98

In some cases, ambush marketing is supremely effective: often edgy and well-produced, Nike’s ambush marketing commercials for Euro 2008 and World Cup 2010, both of whom Adidas was a sponsor of, are some of the most incredible footballing ads ever made.

Euro 2008: Take It To the Next Level

https://www.youtube.com/watch?v=lZA-57h64kE