What is Ambush Marketing: Ambush Marketing Examples

26 Feb

What is Ambush Marketing: Ambush Marketing Examples

What Are Some Great Examples of Ambush Marketing?

In a world where brands compete aggressively for customer retention, ambush marketing has become an intriguing and often valuable technique. It’s a strategy where the company may associate itself with an event or activity without necessarily sponsoring it or getting official authorisation from the organisers. This technique is also known as ambush advertising, and some very high-profile companies have used it to good effect. But what can your small business learn about this strategy as you seek to grow your business?

Nike Steals the Limelight

One of the most high-profile ambush marketing examples was the campaign used by Nike during the London Olympics games. Even though Nike was not the official sportswear sponsor of the games (this was Adidas), it used a range of billboards and posters featuring British athletes, which they strategically placed around the capital city. They generated substantial brand visibility by feeding off the Olympic hype despite not being directly involved in the event.

How to Use This Approach at the Small Business Level

Of course, small businesses cannot embrace ambush marketing in such a high-profile way, but they can nevertheless think about other ambush advertising techniques to help them move forward.

Follow Social Media Trends

A small business can closely monitor social media trends and be ready to capitalise on any opportunities. They can be responsive and seek unexpected moments to showcase their brand personality while engaging with their audience authentically.


Piggyback on Cultural Events

They can also piggybank on cultural events, certain holidays, or industry-specific occasions that may resonate with their target market. By doing so, they can tap into existing conversations or trends and position their brand in a relevant and timely manner. This should capture the attention of potential customers who are already engaged with the topic in question.

Develop Strategic Partnerships

Small businesses can also forge strategic partnerships by looking at collaborations with complementary brands or influences. They can significantly amplify the marketing message once they identify partners with similar values and target demographics. They’ll be able to tap into existing networks to attract new customers.

Maximise Local Events and Sponsorships

Another way to embrace ambush marketing is to sponsor local events within the local community. When a business lines its brand with a cause or activity that resonates well with local consumers, it can seek to generate meaningful connections and build brand loyalty at this grassroots level.




Create New and Vibrant Worthy Content

The key for small businesses is often to think outside the box. Decision-makers could create a thought-provoking blog post, an eye-catching infographic, or a humorous video. When their content evokes emotion and encourages social sharing, this can amplify the brand visibility, organically reaching new audiences.



Get Others to Generate New Content

The business does not simply have to create its own content but can encourage users to generate their own. In other words, they could ask their customers to share reviews, testimonials, and experiences on social media. The business can then use this specific type of marketing by showcasing authentic, user-generated content. This builds trust and credibility in the marketplace.

Stage Your Events Successfully

When planning new events to capitalise on this approach, a business will always need the best personnel. If your business often struggles to find the right people, contact one of the industry’s leaders for all your promo staffing. At the same time, take a look at how some other businesses have used the power of a publicity stunt to gain traction and increase their market share.