Contents
- What is ambush marketing?
- Reasons to use ambush marketing
- Types of ambush marketing
- Pros and cons of ambush marketing
- How legal is ambush marketing?
- How to avoid breaking the law: practical tips
What is ambush marketing?
Ambush marketing, also known as guerrilla marketing, is a promotional strategy where a company seeks to associate itself with a particular event without being an official sponsor. This concept emerged during the 1984 Olympic Games and has since been actively applied in the context of major sporting events, music festivals, movie premieres, and other significant occasions. Ambush marketing provides companies with the opportunity to avoid high sponsorship fees while leveraging public interest in the event to attract the attention of their target audience.
An example of successful ambush marketing is Pepsi's campaign in 2014 with the slogan "The Unofficial Sponsor of the 2014 FIFA World Cup," while Coca-Cola was the official sponsor. This demonstrates how brands can use events to enhance their visibility and draw attention without spending substantial funds on official sponsorship.
Reasons to use ambush marketing
Brands choose ambush marketing for several reasons:
- Creating buzz: Ambush marketing helps brands capitalize on the interest surrounding large events to increase their visibility.
- Ineffectiveness of official sponsorship: Sometimes event organizers fail to meet sponsors' expectations, making ambush marketing a more appealing option.
- Affordability: Not all companies can afford to become official sponsors, and ambush marketing provides a way to gain attention without being a sponsor.
It is important to remember that the status of "sponsor" and "ambusher" is temporary, and companies can compete for audience attention at the same event, choosing the most advantageous option for their financial goals.
Types of ambush marketing
Ambush marketing is divided into three main types: direct, indirect, and accidental.
Direct
In this case, a company creates the impression that it is the official sponsor of the event. There are four subtypes of direct ambush marketing:
- Predatory ambush: A brand competes with the official sponsor by overshadowing its advertising.
- Stalking ambush: The company sponsors an individual participant of the event to attract attention.
- Intellectual property capture: Using event logos or symbols without permission.
- Self-capture: The official sponsor conducts actions not agreed upon with the organizers.
Indirect
Indirect ambush marketing includes two main types:
- Associations: Creating the illusion of a connection to the event through symbolism.
- Distraction: A brand's presence at the event without an explicit connection to it.
Accidental
In this case, the audience may mistakenly believe that the brand is a sponsor of the event, even though the company has taken no action to establish such a connection.
Pros and cons of ambush marketing
Ambush marketing has its advantages and disadvantages:
- Freedom of action: No obligations associated with sponsorship contracts.
- Cost savings: Expenses are significantly lower than with official sponsorship.
- Flexibility: The ability to respond quickly to competitors' actions.
However, there are also drawbacks, such as the complexity of implementing a creative concept and potential legal issues, which require careful preparation.
How legal is ambush marketing?
Some forms of ambush marketing may violate intellectual property laws or be considered unfair competition. For instance, using event logos without permission can lead to legal consequences.
How to avoid breaking the law: practical tips
To avoid legal violations when planning ambush marketing campaigns, it is advisable to:
- Not use the event's name or logo without permission.
- Avoid symbols that are clearly associated with the event.
- Not create promotional materials that directly link your products to the event.
- Not conduct ticket giveaways for events without the appropriate permissions.
The main rule is that if there are any doubts about the legality of actions, consult a lawyer before launching the advertising campaign. This will help avoid problems and maintain the company's reputation.