I spotted an interesting story in the Evening Standard last week about ambush marketing – the idea that you unofficially promote your product at an event without actually sponsoring the event. The example cited the Bavarian beer company who sneaked 30 or so blond models into a world cup football match recently, catching the world’s attention.
Great little ambush campaign with a great result for the company – check out the resulting video here:
The other example given was yourgolftravel.com, whose CEO Ross Marshall organised a van, emblazoned with the company web address, to be driven around St Andrew’s during the recent British Open competition. The van was not only seen by huge number of spectators, but it was strategically positioned in view of the BBC television cameras, expanding the reach of the campaign significantly. This apparently led to the website being inundated with inquiries. Nice work Ross.
I know what you’re thinking, what major sporting events are coming up we can target? Yes, the Olympics are just around the corner, what better way to get your name out there. Just in case this is on your mind, you MUST read this and this. The International OIympic Committee is very hot on this, so be careful.
I’d love to hear of anyone else’s experiences running ambush marketing. While working with a scuba travel company a year or two ago, I’d suggested getting kitted up into a complete set of scuba gear to work the crowd outside a dive show, but that’s as close as I’ve got.
Please let me know how you’ve got on.
Hummm interesting article – I must say I have not got a campaign to share but wondering how we could use our company/product in something like this???? Food for thought – thanks!
Everyone tries to find every little way to promote their products.
This is a pretty ingenious strategy, and if it’s done well it can create a powerful buzz. The problem is that this is an artificial growth, after the effect of the “surprise’” wears off, things may go at their normal peace.
An interesting strategy to promote your product. If used smartly you can target a great number of people..
Very true indeed. At this age we don’t look for information, information finds us
This is a cost-effective approach, isn’t it? The company used blonde girls to catch the world’s sight without paying the sponsorship but finance these beauties. Ambush marketing can be seen in many tennis games, where girls wear the T-shirts which says “Heineken.”
A form of ambush marketing I’ve noticed a few times in on several “morning shows”, eg: Good Morning America. Every now and then you will catch someone in the background holding a sign with a web address on it. 50 cents for cardboard, 5 mins writing your web address, having your web address thrust into the face of thousands of TV viewers, priceless!!
Yeah, but a lot of events make ambush marketing illegal, so you have to be careful
Everyone tries to find every little way to promote their products.
Interesting Thoughts. Great way to promote products. a company MUST make a way to promote their products. and this is one of the best option!
Hahah. I think this sort of marketing would be incredibly effective – it’d be seen by most as an eye-catching stunt that doesn’t come around too often, and in turn provokes more curiosity than traditional methods.
Progressive. Crowd-stopping. Provocative. That’s what I see this style of marketing as, it’ll definitely get people talking.
I really like ambush marketing, it hasnt been really fully accepted and adopted by most marketing companies simply the concept is too abstract and might not be able to measure the campaign result. But I generally like it. Thanks for the info.
Thanks for the information! I have been taking photos of where I found ambush marketing around me, they are really interesting, very good lessons to be learnt to all young marketers like us.
Quite an Interesting concept !!
Ambush marketing – sounds weird and unethical however everyone needs to try something to get their products out there.
I always thought that seeing a naked man or woman running across a field at a large televised sporting event with a web site plastered across his/her buttocks was a novel idea. I must admit I have seen it and checked out the web site. Oh the shame….
Yeah, but a lot of events make ambush marketing illegal, so you have to be careful
A very Interesting marketing concept. I think if used wisely can do a lot of profit to the business
Very happy to know about ambush marketing cost effective,but some of the events make ambush marketing illegal.
Very interesting. I, too, would be interested in seeing how ambush marketing works out. I can see it being a great promotion for things like sports, though I guess there would have to be a line drawn as to how far the “ambush” can go.
A company here in Australia has been positioning staff behind the goalposts at Australian rules football games for years. They hold up a big hand with the company logo and URL emblazoned on it. I think ambush marketing is really a twist on Guerilla Marketing. Another story I read about was a guy shaving his head and putting a temporary tattoo for Optus phone company on the back of his head and running onto the pitch during the game. He got fined $10,000, Optus paid the fine
Hey Leigh,did the guy that ran on to the pitch with the Optus logo get paid, or was he just satisfied that he got his balding head on national television? I guess ambush marketing comes down to how big the stunt is and how well you pull it off. The ideal payoff would be if you got international coverage, but it would have to be one hell of a stunt!!