Download - Ambush Mktng

8/12/2019 Ambush Mktng

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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/Samsung


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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_expression


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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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