Types of Ambush Marketing
Ambush marketing takes various forms, and companies employ different tactics to implement ambush marketing. However common types include:
1. Direct Ambush Marketing:
Direct Ambush Marketing is a strategy where a brand directly links itself with a specific event without officially sponsoring it. This method involves clever and creative advertising that does not explicitly mention the event but cleverly alludes to it. The goal is to create a subtle association in the minds of consumers between the brand and the event, capitalizing on the event’s popularity without the financial commitment of formal sponsorship. For example, a company might create an advertisement that mirrors the themes or context of a major sporting event, leaving consumers to make the connection without explicitly stating it.
2. Association Ambush Marketing:
Association Ambush Marketing revolves around establishing a connection between the brand and the event through various visual or thematic elements. This can include using similar colors, symbols, or themes associated with the event, even if the brand is not an official sponsor. The aim is to evoke the event’s imagery or emotions in consumers’ minds when they encounter the brand’s marketing materials. For instance, a beverage company might use colors or symbols reminiscent of a popular music festival in its promotional materials to subtly associate itself with the event without being an official sponsor.
3. Ambush by Intrusion:
Ambush by intrusion involves actively inserting the brand into the event space without holding an official sponsorship. This intrusive tactic could include infiltrating the event venue or broadcasting advertisements near the event. The idea is to grab the attention of the event audience and create an impression as if the brand is part of the official sponsorship, even when it’s not. For example, a non-sponsoring sports apparel company might deploy promotional teams near the venue, distributing branded materials and creating an on-the-ground presence to intercept the attention usually reserved for official sponsors.
4. Coattail Ambushing:
Coattail ambushing is a form of ambush marketing where a brand capitalizes on the success or popularity of a major event without explicitly referencing or acknowledging its connection to the event. The brand aims to ride on the coattails of the event’s buzz to promote itself and gain attention. For example, Running advertising campaigns during the event period to capture the attention of the audience engaged with event-related content.
5. Self-Ambushing:
Self – Ambushing is a situation where the official sponsor of the events violates the terms of the agreement and acts beyond what was agreed by the event management. It is simply acting action beyond the terms of the agreement or contract. For example, The brand may publicly deny its official sponsorship of an event, even though it is a sponsor. This can lead to speculation and increased interest.
In summary, these types of ambush marketing tactics show the different ways brands try to connect with events.
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