Some information on different types of ambush marketing is given below. So let us find out its types to learn more about ambush marketing.
Types
- Coattail Ambush: A coattail ambush involves a brand leveraging the audience of a major event without direct association. For example, a beverage brand might launch a campaign during the Super Bowl, subtly referencing the event to attract its audience.
- Direct Ambush: Direct ambush explicitly implies an association with an event without official sponsorship. An electronics company might release ads featuring event-themed imagery during the Olympics, suggesting a connection without being an official partner.
- Indirect Ambush: Indirect ambush uses smarter references to an event to create an association. A fashion brand could use colors or themes associated with a major sports event in their advertising without directly mentioning it.
- Predatory Ambushing: Predatory ambushing directly targets the audience of a competitor’s marketing efforts. If Brand A is an official sponsor of an event, Brand B might run ads at the same time, targeting the same audience.
- Associative Ambush: Associative ambush marketing creates the impression of an official link with an event. A car brand might use imagery and language that closely resemble those of a racing event, suggesting an official connection.
- Incidental Ambush: An incidental ambush involves a brand benefiting from an event's exposure, either accidentally or unintentionally. A brand's product might appear inadvertently during a televised event, gaining unplanned exposure.
- Saturation Ambush: A saturation ambush entails flooding the market with advertising during a major event. A technology firm might heavily advertise during the period of a tech expo they're not sponsoring to capitalize on increased consumer attention.
- Guerilla Marketing Ambush: Guerilla marketing ambush uses unconventional strategies to associate with an event. A start-up might use flash mobs or street art near an event venue to draw attention without a formal event association.
- Value Ambush: Value ambush involves offering promotions or discounts coinciding with a major event. A restaurant chain might offer special discounts during a global sports event, indirectly referencing it to attract fans.
- Parallel Property Ambush: Parallel property ambush means creating or sponsoring a similar event to the original. A beverage company could organize a local sports tournament during a global event like the FIFA World Cup, drawing parallels and attention.
Advantages:
Ambush marketing campaigns can overshadow the efforts of official sponsors, achieving greater consumer attention at a fraction of the cost. It outperforms sponsors in attention with lower investment, captures more consumer focus, is more cost-effective than sponsors, and eclipses official sponsor impact economically and effectively.