Find out what ambush marketing is and why it causes so much controversy – WAU
Ambush marketing has caused a lot of controversy, especially at sporting events, but do you know what it is? Find out in this article!
In today’s article we are going to talk about trickery in marketing. But calm down! It also has a lot to do with the ambush marketing concept and practices, and you’ll understand why.
First, however, let’s make a little reflection.
Major events, such as the World Cup, the Olympics and the Super Bowl, usually move the crowd, interests and routines of millions and billions of people around the world, right?
The brands that sponsor or exclusively support these mega events have very valuable advertising spaces. They use these environments to control the consumption and exposure monopoly during programming.
So far, there is nothing much. After all, these brands paid for this exclusivity. But what about those who are not official sponsors of these events? What can they do to get the public’s attention?
That’s where trickery (which can be good or bad) and ambush marketing come into play. Next, you will better understand this concept, the main examples and possible punishments for those who practice. Follow!
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The ambush marketing concept
Ambush marketing or ambush marketing can be understood as a set of parallel advertising actions, of a direct or indirect nature, to an event made by non-sponsoring brands.
Its about hitch a ride on visibility, movement and consumer interest generated by major events even without sponsoring them.
This is usually a strategy used by brands that compete directly with the official sponsors of an event or program.
For you to better understand ambush marketing, this concept is divided into two categories. They are ambush marketing by association and by intrusion.
Understand more below!
Ambush Marketing by Association
In this type, the company takes advantage of any symbol (names, brands, images, pets, etc.) of an event in which it is not an official sponsor or supporter to obtain an economic or advertising advantage.
The idea is induce the public to believe that your products, services, brands and content are approved or associated with the official organization of the event in question.
For example, if a restaurant makes a Facebook post with the following invitation text: “Bring your friends to enjoy the 2018 World Cup games” and with the competition logo at the bottom of the image, the establishment is practicing marketing ambush.
Well, is that legally correct? And the answer is: no!
If the restaurant is not officially sponsoring the World Cup, it does not have the right to market the name and logo of the competition.
Are there any punishments for this? Yes! But this is talk at the end of the text.
Intrusion Ambush Marketing
The type for intrusion or intrusion occurs when brands and companies practice some promotional activity at the event that she doesn’t support or sponsor.
These are improper marketing actions taken in a space that should be exclusive to those who officially sponsored the event.
The most common cases are in more subtle marketing actions, such as when a player celebrates the goal by making a sign that resembles a certain brand.
Cases like this have already happened and we will show you in the next topic.
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The classic examples
The term ambush marketing is more recent, but this opportunistic practice is old.
To give you an idea, we’ve selected 5 well-known examples that you might not even know were an ambush, but now you will. Check out!
Brahma and number 1 at the 1994 World Cup
This is a classic case of players who celebrate by making a reference to a brand.
What happened is that Brahma beer created a campaign in 1994 to highlight the achievement of having reached the leadership of this market in London.
The campaign was called “Number 1“And stood out for actions like” Beer number 1 “and” Torcida number 1 “.
But what really caught our attention is that the beer brand sponsored the star of our team and that year’s World Cup: Romario.
If you are older, you will remember; if you’re younger, just go to YouTube to check the goals of the little guy to see that he celebrated by pointing the number 1.
Coincidence? It seems not.
In other World Cups, the celebration was repeated again with other players, but then it is difficult to say whether there was an ambush marketing or not.
Nike’s giant panel at the 2010 World Cup
At the 2010 South Africa World Cup, Adidas was one of the sponsors. Nike then placed a 44-meter panel on top of the tallest building in the city of Johannesburg.
The panel was lit from 6 pm to 6 am and showed images of great football names like Cristiano Ronaldo and Wayne Rooney, next to the phrase “write the future”.
Beats headset dispute at London Olympics
The 2012 Olympics took place in London, England. To get spontaneous media during the event, the headphones brand, Beats, by American rapper Dr. Dre, distributed colored devices to athletes from different delegations.
The fervor was so great that the company closed the distribution point in the center of London, before the Olympic Committee interfered.
Nike and its gold sneakers at the 1996 Olympics
During the Atlanta Olympics in 1996, American sprinter Michael Johnson stood out for breaking two world records by winning the 200m and 400m sprints.
The ambush there is in the fact that he was wearing Nike’s flashy golden sneakers, the official sponsor of the sporting event being Reebok.
To further increase Nike’s visibility and decrease that of its competitors, Johnson was on the cover of Times magazine with his sneakers hanging around his neck along with his two gold medals.
Furthermore, the fact that Michael Johnson stood out while running in his home country (USA) was even better for Nike, which was quite opportunistic.
The Typhoon character with Vivo
Finally, let us recall another case involving television programs.
In 2011, the soap opera Avenida Brasil was a great success for Rede Globo, and one of its main characters was Tufão, played by Murilo Benício, remember?
At the time, Benício incorporated the Typhoon to record a webfilm for Vivo. The video talked about the importance of connecting so as not to get to know things last, as was the character in the novel.
Globo, for not authorize the use of soap opera characters while it is being shown in advertising campaigns, it caused Vivo to remove the video from the air.
Punishments for this practice
Ambush marketing, when characterized, is considered an illegal practice. It can even have legal implications for brands that try to be rascal.
For example, for the 2014 World Cup in London, Law 12.663 / 12, also known as the general World Cup law, was created.
This law typified ambush marketing by association and intrusion as crimes fines and detentions that could range from 3 months to 1 year.
Even so, it is possible to frame, directly or indirectly, ambush marketing actions in other codes, such as:
Ambush marketing can result in process and generally in heavy fines for the brands and companies that practice these promotional activities.
The challenges of ambush marketing
We can analyze the challenges for this marketing from three points of view: that of the events, the sponsoring brands and the brands that want to hitch a ride at the event.
The challenge for the events is in create increasingly efficient enforcement mechanisms ambush actions.
The intention is to increase the protection of the spaces of the sponsoring brands, since they invest their funds and help to make the event happen.
Brands that officially sponsor or support events should enhance innovation and creativity in your marketing actions.
After all, they have the exclusivity of these spaces and, therefore, they have an obligation to stand out before all their competitors.
The brands and companies that are on the margins of events need to be smart enough to stand out without breaking the rules of the game.
If you liked to understand what ambush marketing is, how about learning more about other marketing strategies? Check out, in our ebook, what they are and how to start this journey!