Ambush marketing       

What is ambush marketing?

Definition of ambush marketing:

A business that uses ambush marketing will attempt to associate its products or services with an event that already has official sponsors.

As the name suggests, companies use this low-cost tactic to ambush events and compete for exposure against competitors.

An example of this was found at the 2010 football World Cup, where Dutch beer brewer Bavaria arranged for 36 beautiful blondes to wear tight orange mini-dresses with Bavaria branding during one match, attracting a large amount of attention from surrounding fans and the world media – and infuriating big-spending Budweiser. FIFA official eventually ejected the ladies from the stadium, but an impression had already been made.

Ambush marketing

Definition courtesy of Splash Copywriters

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