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Ambush MarketingAmbush MarketingIt has been defined as a companys intentional efforts to weakenor ambushits competitors official sponsorship. It does this by engaging in promotions and advertising that trade off the event or propertys goodwill and reputation, and that seek to confuse the buying public as to which companies really hold official sponsorship rights

The objectives of ambush marketing are twofold:

To get maximum returnsTo undermine the branding efforts of the rivals by stealing the attention, increasing the clutter and confusing the viewers.Types The purchase of advertising in and around a sporting event telecast is one of the most common and popular tactics of ambush marketing.Non-sponsors try to secure a presence in and around the sporting event venue. In the early days of ambush marketing, companies would employ blimps and airplanes with trailing banners to ambush a major sporting event, but event owners have successfully closed this ambush avenue by working closely with the administrative agency.Types Other popular ambush marketing avenues have included: securing strategically placed billboards; erecting tents and inflatable in high-traffic locations; and distributing literature and samples to consumers attending the eventConduct consumer promotions that associate the ambush marketer with popular sporting events. Such promotions typically are offered at retail locations and are supported by point-of-sale displays that feature visuals themed to the particular sporting event and that utilize words that generically refer to the sporting event.An association with a particular event, companies will often create advertisements offering congratulations to the winning team or certain players.Success or FailureRecall and recognition of ambush marketers versus official sponsors

Consumers are less aware of ambush tactics being employed. They do not oppose ambush marketing practices and that consumers were not disgruntled by companies that engage in ambush marketing and that there seems to be a general acceptance of the practice.Effective ambush marketing can confuse consumers into thinking a non-sponsor is actually a sponsor. Average consumer does not differentiate between official sponsors and ambushers.Hurdles There are significant hurdles for sport organizations regarding the prospects of educating the general public with respect to the official sponsors of the event and the potential negative impact of ambush marketing upon the value of official sponsorship programs.It is in the interests of sport that ambush marketing activity be positioned in the public mind as unethical and deceptive and that offenders be subject to public exposure and embarrassment. It is only by making ambush marketing unattractive to potential offenders that sport can continue to protect its revenue base.Sponsoring Media Coverage of an Event.Engagingin advertising that coincides with sponsored event.Distributing free samples of a non-sponsored brand productat the event.Attack on the sub-conscious mind of the audience.

STRATEGIES FOR AMBUSH MARKETINGExamples Jet Airways came up with an ad campaign saying Weve changed! To ambush the campaign, Kingfisher airlines came up with Weve made them change which was further ambushed by Go Airways saying Weve not changed. We are still the smartest way to fly.

Pepsi and Coke 2002 Fifa World Cup14Coca Cola Official Soft drink sponsor at the world cup in 2002.Pepsi aired Ads featuring football stars like David Beckham, Roberto Carlos.It merely used the event to successfully capture audience attention. Innovative and creative media campaign and it used the Stars of the event to promote its brand.NOTHING OFFICIAL ABOUT IT.Pepsi roped in SACHIN TENDULKAR.

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The war between Hindustan Unilevers shampoo brand Dove and Procter & Gambles shampoo brand Pantene. P&G launched its intriguing ad campaign for Pantene with the tagline A mystery shampoo. Eighty percent women say it is better than anything else. A few days later and before P&G could launch the new Pantene, Hindustan Unilever ambushed the campaign by placing an adjacent hoarding with the tagline There is no mystery. Dove is the No. 1 shampoo., thus ambushing Pantenes campaign.16