What is Ambush Marketing and
01 its types
CORPORATE
Is ambush marketing legal?
02
SOCIAL Advantages and disadvantages
RESPONSIBILITY 03
04 Example: Mansi Project
WHAT IS AMBUSH MARKETING?
Ambush marketing – also known as coat-tail marketing or predatory
ambushing – is the practice of hijacking or coopting another advertiser’s
campaign to raise awareness of another company or brand, often in the
context of event sponsorships.
PROJECT MANSI
The majority of ambush
campaigns have one aim-
to associate their company
with the fame of a certain
event without signing a
sponsorship contract.
TYPES OF AMBUSH MARKETING
1. DIRECT
2. INDIRECT
3. INCIDENTAL
IS AMBUSH MARKETING LEGAL?
Ambush
marketing
is
considered
an
unethical
practice
but not
illegal.
PROTECTION AGAINST AMBUSH MARKETING
The primary protection against
ambush marketing lies in trade
mark protection and related
intellectual property and
advertising law.
01
Disadvantages of
02 Ambush Marketing
03 •makes it difficult to calculate ROI
;
04 •requires quick response and
detailed planning;
•relies on time and space;
•violates rights of actual sponsors
and partners of an event;
•relies solely on the competitors'
ads to address them.
NIKE – THE WINNERS OF AMBUSH MARKETING
Three examples that show how Nike’s marketing team win gold at the Olympic
Games (every time!) for their controversial ambush marketing tactics.
1. The 1992 Barcelona Olympic Games
In 1992, the U.S basketball ‘dream team’ went to the
Summer Olympics in sunny Barcelona.
Media controversy reigned when Michael Jordan, the face of
Nike,
used an American flag to cover rival company and official s
ponsor Reebok’s logo
.
It’s a bold move for an athlete to get involved with
marketing in such a way, and the pay-off is huge. As Nike’s
man through and through, Jordan not only took the
platform to receive a gold medal for himself but also for
Nike.
This event signalled what was to be just the beginning of
Nike’s career as they became the unofficial winners of
ambush marketing.
NIKE – THE WINNERS OF AMBUSH MARKETING
2. The 1996 Atlanta Olympic Games
In 1996, Nike had a marketing moment of Olympic proportions at the
Atlanta Games.
In 1996, Reebok were the official sponsors – but who could tell?
Nike was plastered everywhere.
On the feet of athletes, on flags fluttering in fan hands, and on every
imaginable billboard space in Atlanta.
Nike even built a building overlooking the Olympic Park.
While Reebok was invited (and paid over $20 million for the pleasure),
Nike showed up unannounced and rocked the party. And, no one was
going to stop them from just doing it.
It was an iconic moment that cemented Nike as a challenger brand.
This photo of Scottie Pippen’s Nike Airs dominating the scene sums up
Nike’s strategy pretty well.
At the same 1996 game, the US sprinter Michael Johnson wore iconic
golden track spikes when he shattered the world record and won gold in
the 400 metres.
NIKE – THE WINNERS OF AMBUSH MARKETING
3. The 2012 London Olympic Games
While only official sponsors of the Olympics games were allowed to use the
words Olympics, London 2012 or the image of the Olympic rings, Nike still
managed to find a loophole. And it was magnificent.
If you haven’t seen Nike’s 2012 ‘Find Your Greatness’ advertising campaign. It’s
spectacular. You should probably watch it now.
The advert features “everyday athletes” from a series of locations from all over
the world called London. Very sneaky. London’s in Ohio, Canada, Nigeria and
Jamaica are shown where “everyday athletes” find their greatness through pogo-
ing, jogging, hand-standing and swimming.
Every line in the six-minute advert is a jab at the Olympics and it perfectly aligns
with their mission statement.
“To bring inspiration and innovation to every athlete* in the world.”
“*if you have a body you are an athlete.” – Nike, Mission Statement
The advert is perhaps their most successful Olympic ambush so far. Every
antagonism cements Nike’s position as the champion of everyday activity. Every
dig inspires their audience to step outside of official boundaries and to challenge
the very definition of success.
The ultimate success? Their advert managed to evade breaking the advertising
code but still created an online buzz through their jabs at the Olympic Games.
01
Advantages of
02 Ambush Marketing
03 • Ambush marketing tends to be
very clever
04 • Ambush marketing don’t
necessarily follow a script
• Ambush marketing changes the
perceptions of consumers
• freedom and flexibility
AUDI Vs BMW
• BMW hosted a rally in Wisconsin, an event that was publicized through
an accompanying campaign
Audi captures the opportunity
In response to
BMW’s ads, Audi
purchased a
billboard in Santa
Monica advertising
its new A4 sedan
and mocking
BMW’s slogan
AUDI’S SECOND MOVE:
• Audi doubled down
and erected
another giant
roadside
provocation to
BMW, while
cleverly sticking to
BMW’s regrettable
chess theme
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BMW’S RESPONSE
• In response, BMW
purchased an enormous
billboard across the street
from Audi’s billboard
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BMW’S SECOND RESPONSE
• Any surplus generated through funds invested over a
period of time need to be utilized carefully.
Ultimately,
• Practice and tradition should guide decisions regarding
BMW won the
how much to be placed in the hands of shareholders.
day with its
• For example: In case of a growing company, retained
final, withering
earnings help in undertaking expansion plans fairly response
easily and quickly which helps the value of the
company to grow and generate more profit in the
future.
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THANKYOU
• PUJA AGARWAL-1016
• SALONI JAIN - 1012
• ADITY GOSWAMI- 1011
• KRITI CHAPPARIA-1015