Did you ever hear about Ambush Marketing? It is connected to Guerilla Marketing but with a slight difference. Check out the following equation:
Ambush Marketing = Guerilla Marketing + free rider effect
“A marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event” (Source)
For example, selling music merchandise outside the place where the concert takes place without the agreement of the responsible promoters of the concert and therefore taking advantage of the association with the concert to increase sales.
Ambush Marketing uses the media attention of big scale events like the soccer world championship, the Olympic Games or other regional events. Often these are events that are run by direct competitors or sponsored by them. By gaining profit from an event without any financial or conceptual involvement, the Ambush Marketer becomes a free rider. That is why Ambush Marketing often is referred to as ‘free rider marketing’, ‘parasite marketing’ or ‘sponge marketing’. The goal is to appear in public and increase attention towards their own company with little financial expenditure as well as to weaken the effect of the official sponsor activities from a competitor.
Olympic Games – Reebok vs. Nike (Click for Source)
Let’s have a look back at the Olympic Games. In general, the Olympic Games can count as a flagship event for Ambush marketing. If people think back at the Olympic Games in 1996, they probably remember Michael Johnson’s gold shoes more than the official sponsorship from Reebok. This has been one of Nike’s attempts to ambush the Olympic sponsorship of Reebok.
According to Business Insider, Nike is the ‘king of ambush marketing’. In the year of 1992, Reebok has been the official sponsor of the Olympic Dream team but every player decided to cover up the Reebok logos on their tracksuits with American flags. Nike also held its own press conference with players from the team. In 1996, although Nike was not a sponsor, they put a billboard over Atlanta’s Olympic Park. Adidas sponsored the World Cup in 2010 but Nike published an online viral video featuring many of the players. Furthermore, Nike hung up an interactive installation on the Johannesburg’s Life center, which is the fourth tallest building in the city. Although Nike has never been the official sponsor, it still won the marketing fight.
Google Street View – Fiat vs. Volkswagen (Click for Source)
In May 2012 there were images published of Volkswagen Swedish headquarters by Google’s Street View. Nothing unusual you might think but there was a Fiat 500 parked in the driveway of Volkswagen. Considering the update pattern of Google’s Street View the Fiat will be there for a couple of years before it goes away. Google commented that the image has been there since August 2010!
Soccer – Bavaria vs. Budweiser (Click for Source)
During a soccer match in 2010 between Denmark and the Netherlands 36 girls wearing mini-skirts have been removed from the stadium because of the accusation of being models for the Dutch beer Bavaria trying to ambush the Soccer World Cup as well as Budweiser, the official beer sponsor.
Samsung Galaxy S II vs. Apple iPhone 4S (Click for Source)
Samsung’s Galaxy S II was launched at about the same time like Apple’s iPhone 4S.
Since Samsung is not famous for its retail operations compared to Apple which has people frequently lining up in front of their stores, Samsung created a pop-up store close to Apple’s flagship Sydney site offering its Galaxy S II at a price of AUS$2 (original price of AUS$850).
The store was only open for three days but achieved its goal of stealing Apple’s moment by having a bigger line in front of their store.
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