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BY:
DEEPAK
M.COM. , SEM II
GROUP B
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A planned effort (campaign) by anorganization to associate itself indirectly
with an event in order to gain at leastsome of the recognition and benefits thatare associated with being an officialsponsor.
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A companys attempt to capitalize on thegoodwill, reputation, and popularity of aparticular event by creating anassociation without the authorization orconsent of the necessary parties.
MORE FIERCE WHEN THE STAKESARE HIGHEST!
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Buying commercial time prior to andduring event broadcasts (Ex. Amex 92 and94 Winter Olympics)
Sponsoring the broadcasts of events ratherthan directly sponsoring the event. (Ex.Wendys on ABC at 88 Calgary)
Sponsoring individual teams and athletes(Ex. Pepsi and Magic in 92 Barcelona)
Using sport event tickets in consumergiveaways, sweepstakes, or contests
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Arguably, the greatest
ambush moment in the
Olympic history when MJ
( a Nike icon)
Covered the Reebok logo
with
The American flag
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Amex vs. VISA over two Winter
Olympics got into cat-fight of sort:
The Olympics only take VISA
(VISAthe official sponsor) vs.
You dont need a visa to travel
To Norway (AMEX)
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Nike Park built in La Defense
(Paris) during the 98
FIFA World Cup in France
A signature Nike move.
Its an interactive soccer
Theme park featuring Nike
Athletes, products, ads, and
Fun gamesetc.
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A bold initiative by a Japanese
beer
Brand at the 2002 FIFA WC, but
It was effectively terminated
upon
FIFAs order. Budweiser was the
Official beer sponsor with
pouring
Rights inside the stadia.
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At the 2006 FIFA WXC in
Germany,Luftansathe German national
Carrier put this soccer ball
wrapping
Around the tip of the aircraft
In an attempt to create falseAssociation about the official
Airline of the World Cup (which
Was Emirates).
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In October 2011, Samsungambushed theAustralian launch of the iPhone 4Sby settingup pop-up storenear Sydney's Apple Store;
where it sold its flagship Galaxy S IIsmartphoneto the first 10 people in line dailyat a discount price of $2 AUD.
http://en.wikipedia.org/wiki/Samsunghttp://en.wikipedia.org/wiki/IPhone_4Shttp://en.wikipedia.org/wiki/Pop-up_retailhttp://en.wikipedia.org/wiki/Apple_Storehttp://en.wikipedia.org/wiki/Samsung_Galaxy_S_IIhttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Australian_dollarhttp://en.wikipedia.org/wiki/Australian_dollarhttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Samsung_Galaxy_S_IIhttp://en.wikipedia.org/wiki/Apple_Storehttp://en.wikipedia.org/wiki/Pop-up_retailhttp://en.wikipedia.org/wiki/Pop-up_retailhttp://en.wikipedia.org/wiki/Pop-up_retailhttp://en.wikipedia.org/wiki/IPhone_4Shttp://en.wikipedia.org/wiki/Samsung8/12/2019 Ambush Mktng
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Increasing cost of sponsorships:Theincreasing cost of sponsorships has alsoincreased sponsor's emphasis on return-on-
investment. Limitation to freedom of expression:Specific
regulations (and or laws) demanded bysponsors to guarantee their exclusive rights
limit the freedom of expression of visitors toevents (e.g. those who have been given freegoods by the ambush marketeer).
http://en.wikipedia.org/wiki/Freedom_of_expressionhttp://en.wikipedia.org/wiki/Freedom_of_expression8/12/2019 Ambush Mktng
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Responsibility of event organizers to developprograms that will enhance and protectsponsors.
Consumers must be educated about themeaning of official sponsor.
This is the responsibility of both the sponsorand the sponsee.
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NOT illegal
Likelihood of confusion does not apply
London Olympics Bill: To protect the integrity
of London Olympic sponsorships - First rights on nearly all major city boards
at the time of the games
- Proposed protection of certain words
(games, medals, gold, silver, bronze, 2012,sponsor, summer , London 2012etc.)
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