By Pratik Kothari Shyam Mange Ishan Kelvalkar
Ambush Marketing
Term coined by Jerry Walsh A promotion tactic designed to associate a company, product or service with a particular event, or to attract the attention of the people attending the event, without payment being made for the official sponsorship.
Direct Ambushing
Indirect Ambushing
Incidental Ambushing
Avoid sponsorship fees Unable to afford sponsorship fees Cost effective Hype of mega events
Competition
Rivalry
Sponsor the Broadcast Sponsor sub-categories Purchasing advertising time Billboards
Handing out free merchandise
Sponsoring individuals/teams
Nike vs. Adidas FIFA World Cup 2010 Adidas was the official sponsor Nike’s “Write the Future” campaign Linford Christie – puma lenses
Coke vs Pepsi Cricket World Cup 1996 Coke was the official sponsor Pepsi’s “ Nothing Official about it” campaign
HUL vs P&G P&G’s campaign – “A Mystery Shampoo!! 80% women say is better than anything else”
HUL ambushes P&G“There is no mystery. Dove is the No.1 shampoo”
To Event Organizers
To Ambusher To Consumers
Brands Associated: Nike, Adidas
Our suggestion to Idea brand
Video Courtesy : Youtube.com
doc_709477950.pptx
Ambush Marketing
Term coined by Jerry Walsh A promotion tactic designed to associate a company, product or service with a particular event, or to attract the attention of the people attending the event, without payment being made for the official sponsorship.
Direct Ambushing
Indirect Ambushing
Incidental Ambushing
Avoid sponsorship fees Unable to afford sponsorship fees Cost effective Hype of mega events
Competition
Rivalry
Sponsor the Broadcast Sponsor sub-categories Purchasing advertising time Billboards
Handing out free merchandise
Sponsoring individuals/teams
Nike vs. Adidas FIFA World Cup 2010 Adidas was the official sponsor Nike’s “Write the Future” campaign Linford Christie – puma lenses
Coke vs Pepsi Cricket World Cup 1996 Coke was the official sponsor Pepsi’s “ Nothing Official about it” campaign
HUL vs P&G P&G’s campaign – “A Mystery Shampoo!! 80% women say is better than anything else”
HUL ambushes P&G“There is no mystery. Dove is the No.1 shampoo”
To Event Organizers
To Ambusher To Consumers
Brands Associated: Nike, Adidas
Our suggestion to Idea brand
Video Courtesy : Youtube.com
doc_709477950.pptx