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Ambush Marketing: Presented by Aravind D.M 06 Rajeev Bhala 37 Hardik Shaw 61

Ambush marketing involves gaining unauthorized association with an event through advertising or promotion to benefit from the marketing rights and exposure without paying the licensing fees. It allows companies to capitalize on major events without being official sponsors. Some common ambush marketing tactics discussed in the document include suggestive advertising that implies association, sponsoring related aspects of the event, purchasing surrounding advertising, and sponsoring participating individuals or teams. While it creates brand exposure for the ambushing companies, it can undermine the value of official sponsorships and create consumer confusion over who the real sponsors are.

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193 views22 pages

Ambush Marketing: Presented by Aravind D.M 06 Rajeev Bhala 37 Hardik Shaw 61

Ambush marketing involves gaining unauthorized association with an event through advertising or promotion to benefit from the marketing rights and exposure without paying the licensing fees. It allows companies to capitalize on major events without being official sponsors. Some common ambush marketing tactics discussed in the document include suggestive advertising that implies association, sponsoring related aspects of the event, purchasing surrounding advertising, and sponsoring participating individuals or teams. While it creates brand exposure for the ambushing companies, it can undermine the value of official sponsorships and create consumer confusion over who the real sponsors are.

Uploaded by

Vinayak1311
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Ambush Marketing

Presented by
Aravind D.M 06
Rajeev Bhala 37
Hardik Shaw 61
AMBUSH MARKETING

‘It is the unauthorized association of a business or


organization with the marketing of a particular
event-gaining benefit for the marketing right or
licensing fee applicable in order to be associated
with an event, such as sporting event’.
- Jerry Welsh
Highlights of Ambush Marketing History

• 2000 Sydney Olympics :


Qantas – ‘The Spirit of Australia’
Ansett Air – ‘Share the spirit’

• 2002 Boston Marathon:


As Adidas-sponsored runners come off the
course they are treated to spray-painted
‘swooshes’ honoring the day of the race, but
not the race itself.
Forms Of Ambush Marketing
• Advertising Spend:
1984 Los Angeles Olympics,Nike v/s Converse(Official
Sponsor)

• Deliberate Promotion :
In 1996,General Motors scored over the official
sponsor Toyota in terms of brand recall by promising
a Golden Holden car to all gold medal winners.
Forms of Ambush Marketing

Being Suggestive :

• 1994 Winter Olympics, American Express cards


launched a campaign stating, ‘If you are traveling to
Norway this winter you will need a passport but-you
do not need a Visa.

• Around 66% of the respondents of a consumer poll


identified American Express as the ‘official sponsor’
instead of Visa.
Forms of Ambush Marketing
Block Out:
• 1992,Barcelona Olympic Games - Reebok (Official Sponsor)

• Nike sponsored Michael Jordan and Charles Barkley who came to the
podium by covering the Reebok logos on their tracks with the US
Flag due to their personal obligations with Nike

Pulling Stunt:
• Also known as ‘Guerilla’, ‘Stunt’ or ‘In Your Face’ ambush marketing.
NIKE

• 2002 World Cup – Adidas (Main Sponsor) Nike


sponsored top teams like Brazil & in the same
year sponsored the US hockey team at the 2002
Winter Olympics.

• This resulted in brilliant exposure for Nike


despite not paying the Olympic Organizing
Committee a penny!!!
NIKE
The ambush of all ambushes
1996 Atlanta Olympics - Saving the US$ 50 million
that an official sponsorship would have cost, Nike
plastered the city in billboards, handed out swoosh
banners to wave at the competitions and erected an
enormous Nike center overlooking the stadium.

• A December 2001 study found that, from a list of 45


likely sponsors of the 2002 World Cup, 20 percent of
those polled picked Nike.
Ambush- The Indirect Ways
i. Sponsoring the broadcast of the event –
1984 Olympics Fuji & Kodak
ii. Sponsor Subcategories within the Event -
world cup football match, rival companies
iii. Purchasing Advertising Time
Around - buying the advertising
time
The Indirect Ways Contd…
iv. Engage in Major Sponsorship
Promotions

iv. Making a Sponsorship-Related


Contribution to a Players’ Pool –
Ian Thorpe by Nike with Adidas
Ethical Issues
• subverts the integrity of an event and its
ability to entice future sponsors.
• Ambushers create confusion among
consumers, for that reason, negating the
official sponsors’
Ethical Issues Contd…
• where does the law stand in such cases of
ambush marketing?
– It does not involve infringement or illegal use of
trademarks or symbols

• virtual necessity in modern competitive


business practice
Beijing Olympics’08
• More than 5 billion listeners & viewers

• Aired across 200 countries and regions

• China is booming consumer revolution

• Previous Olympic experience hence strict rules


– Beijing Regulations on the Intellectual Property
Protection
– educational campaigns
Ambush – Big Bazaar
• Keep West-aSide. Make a smart choice !
• Shoppers! Stop. Make a smart choice !
• Change Your Lifestyle. Make a smart choice !
Ambush – Go air & Kingfisher
Ambush – Audi, BMW
Cricket & Cola
1996 World Cup
• “Nothing official about it”

2001 Sharjah Coca Cola Cup


• Ballooning the Pepsi way
2003 World Cup
• Official Sponsors:
Hero Honda, Pepsi, LG Electronics,
South African Airlines

• “Other” Sponsors:
TVS Victor, Coca Cola, Samsung, Sahara

• “Britannia Khao, World Cup Jao”


ICC tries to stop “Ambush”
• Only official sponsors would be allowed to use
video clippings from any world cup matches.
• Only official sponsors would be allowed to use
the World Cup logo and use the event in their
marketing campaigns.
• A ‘cooling off period’ was introduced, which
restricted players from endorsing brands other
than those of official sponsors for a period of
over 100 days (a 60-day period: 30 days before
the tournament starts and 30 days after the
tournament).
Tussle between ICC & Players
• Players had long relationship with sponsors
• Lose of money for player’s sponsors
So, few cricketers threatened to pull out of
World Cup
• Finally ICC had to made changes in its clauses
of agreement
Conclusion
• Healthy Competition
• Successful ambush strategies feed on ill-
conceived sponsorships and inept sponsors
• It is probably just the next step on the
marketing evolutionary ladder
• And at times the only option left
Thank You
Questions (not cases) are
welcome

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