Ambush marketing
Ambush marketing is a strategy in which a brand that is not an official sponsor of an event tries to associate itself with it, benefiting from its profile without paying for sponsorship rights
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It typically targets major sporting or cultural events. Tactics range from campaigns that allude to the event without naming it, timed promotions or outdoor advertising nearby, to surprise stunts inside the venue.
Organisers protect their sponsors through contracts, trade mark enforcement and, in some countries, event-specific legislation, so these actions may have legal consequences. It differs from guerrilla marketing, a low-cost, high-impact style of activity that need not piggyback on someone else’s event.
Also known as
Parasitic marketing, Guerrilla sponsorship
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