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What is ambush marketing?

By - Apr. 2, 2023

Ambush marketing is a type of marketing tactic in which brands ambush major events or campaigns with unapproved sponsorships or promotions. It usually involves targeting the same audience, who are interested in the event or campaign.

The goal of ambush marketing is to piggyback on the success of the event or campaign without having to pay an official sponsorship fee.

Some famous examples of ambush marketing include Nike's anti-Adidas campaign during the 2014 World Cup, PETA's ambush at the 2003 Academy Awards, Volkswagen's ambush at the 2012 London Olympics, and Red Bull's attempted ambush at the 2017 Super Bowl.

These examples are important because they demonstrate the power and effects of ambush marketing. It shows how companies can use clever tactics to gain attention from large audiences in spite of larger competitors.

In sum, ambush marketing, despite the aggressive name, is important because it allows companies to establish brand recognition and reach a wider audience without engaging in traditional, expensive advertising campaigns. Additionally, it can be used to create a buzz around new products or services, as well as to create a feeling of excitement and exclusivity around existing offerings.

What is ambush marketing?

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