The term ambush marketing may conjure up negative connotations. When you read the definition of the word ambush: “a trap in which one or more concealed attackers lie in wait to attack by surprise” (source: Merriam-Webster), you may wonder whether you want your marketing tactics going down that route.
However, not all ambush marketing is as aggressive as the name suggests and done well could be an effective technique used to amplify your messaging alongside all the noise surrounding a big event.
In this blog, we’ll uncover what ambush marketing is, how you can use it for your business, and whether you actually want to.
What is ambush marketing?
Ambush marketing is a marketing strategy where a company tries to associate their brand with a big event to take advantage of the event’s high profile. This could be a sporting event, movie release, or music festival which already has its own official sponsors.
The company tries to raise their brand awareness without paying for a specific sponsorship or partnership with the event, carrying out their own activity alongside the event.
Ambush marketing is sometimes known as coat-tail marketing or predatory ambushing.
Ambush marketing can also be used with competing brands. This is done when one brand uses messaging or imagery intentionally designed to refer to the other brand’s campaign, simply in order to draw attention to their own brand instead.
Ambush marketing techniques can be used both online and offline, on social media, websites, display and PPC advertising, print advertising, and billboards.
Is ambush marketing legal and ethical?
Yes and no. Ambush marketing in its original and truest sense may infringe copyrights, trademarks, and intellectual property. This is of course unlawful. As well as this, it is also unlawful to be seen to be passing off an association with an event which doesn’t exist.
For example, if you are a sports brand, then using the words “FIFA Women’s World Cup kits” to promote your own football kits when they don’t have any official association with the World Cup would be considered unlawful.
However, using an event to inspire your marketing isn’t illegal. For example, a gym could use the Olympics to inspire a new taster membership which runs alongside the sporting event. You just have to be careful about how you play it.
Ambush marketing may not even have a negative effect on the original campaign. In fact, it can be positive. Think about it – the more people are talking about something, the more the brand awareness will be raised and this can only be good news for the event.
How to avoid unlawful ambush marketing
You should be careful within your marketing campaigns that you don’t break any advertising rules in any of the countries where your ads are shown and that you’re not infringing on any trademarks or copyrights.
Don’t use any branded material such as brand names, logos or taglines in your campaigns. Also avoid using the words “sponsor” or “supporter”.
Be subtle. Hint at what the event is that you’re referring to, rather than mentioning it by name. In a successful ambush marketing campaign it will be obvious what’s being referenced.
Avoid giveaways where official merchandise or tickets are given away. For example, if it’s a music festival, don’t giveaway tickets alongside your ambush marketing campaign. This could give the impression that you are officially affiliated with the event.
Good examples of ambush marketing
So now we know what ambush marketing is in theory, but what examples have we seen of this recently?
The Barbie movie release
The release of the biggest movie of 2023 (source: Time), Barbie, saw companies not officially associated with the film releasing campaigns inspired by everyone’s favourite doll.
From small nods to the Barbie movie – pink outfits for fashion brands, picking up on Ken’s job as “beach” for travel brands – to new product launches, it seemed as if everyone was getting involved.
Not On The High Street launched a “Pink Friday Sale”, AirBnB launched “Barbie’s Malibu Dreamhouse”, and Burger King Brazil launched a Pink Burger (source: Creative Boom).
Paddy Power
Paddy Power, the sports betting company, was keen to jump on the Olympics hype that surrounded London in 2012, despite not being an official sponsor of the event.
They launched a campaign with a billboard declaring that they were the “official sponsor of the largest athletics event in London this year” with a disclaimer underneath that said “London France that is”.
The event they were actually referring to was an egg and spoon race in London, France that they were sponsoring. Billboards appeared near the Olympic venue and at stations such as London Bridge (source: The Guardian).
What are the advantages of ambush marketing?
Here are some reasons why you might want to consider ambush marketing.
They capitalise on the hype
The main advantage of ambush marketing is that you can align your brand with something that’s topical and trending. Using hashtags and keywords you can make your brand more discoverable online and on social media.
Similarly to reactive marketing opportunities, the key to using ambush marketing is to keep your ear to the ground and keep your finger on the pulse of news stories, conversation topics, and trends.
Creative flexibility
Ambush marketing is usually fun! They can be extremely creative with word play or visuals and they’re often really memorable. They can give brands who otherwise might appear quite serious an excuse to be a bit more jokey.
Can give small brands a boost
If your brand is a small one, exciting marketing tactics can get you noticed. A great ambush marketing campaign can get your brand noticed by new customers and, dare we say it, even has the potential to “go viral”.
You might even get featured in a blog post like this one!
You can go off-piste
Your marketing calendar and branding may traditionally be quite rigid. Ambush marketing gives you the opportunity to step away from that for this time-sensitive opportunity without undoing all the efforts you have made towards consistent branding.
