Guerrilla Marketing Series: Types of Ambush Marketing | SFWPExperts

 


1. Direct Ambush Marketing 

In direct Ambush Marketing, brands or company intends to make themselves associated with the event for which they have no right or sponsorship.  

In 1994 FIFA football world cup Sprint communication co. used event logo without any permission from the official sponsor MasterCard and FIFA. 

There are various marketing tactics in Direct ambush marketing. 

Coattail Ambushing

Coattail ambushing is all about advertising a brand and products by sponsoring an individual or related event without obtaining an official sponsorship of the main even or larger event. It happened in the 1996 Olympic Atlanta, Michael Johnson posed by wearing his gold medal and his gold Nike shoe that attracted many people’s attention. Reebok was the official sponsor of the Atlanta Olympic.

Property or trademark Infringement

Property or trademark infringement is all about a brand or local business using the same logos, symbols, tagline words, or phrases referring to a competitor to confuse the consumer or to dilute the marketing space. In the London Olympics organizer and sponsor hired hundreds of officers to watch and observe other brands and local businesses. Local Business or brands could be fined for using words like gold, bronze or summer in their advertisement and campaign. 

Self-Ambushing 

In Self – ambushing sponsors try to breach or violate their agreement terms and condition of advertisement with the event by performing activities that are beyond the terms that were decided before signing the agreement. In 2008 UEFA champions league official sponsor Carlsberg distributed headbands and t-shirt with their logo which was not part of their sponsorship advertisement agreement.

Predatory Ambush Marketing 

In predatory ambushing, Brands and organizations try to confuse consumers over which company or organization is the official sponsor of the main event. Predatory ambushing happened in 1994 winter games where the VISA was the official sponsor of the game but Amex dominated visa by advertising a tagline “ If you are traveling to Norway, you’ll need a passport, but you don’t need a VISA.

2. Indirect Ambush Marketing 

In indirect ambush marketing tactics, brands affiliate with events indirectly to promote their product by seeking people’s attention. Generally, brands try to showcase their presence in the event by creating some unconventional activity that can become eye-catchy. 

Read More: Guerrilla Marketing Series: Ambush Marketing Tactics and Examples

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