Ambush marketing
Ambush marketing is a marketing strategy in which a company or brand tries to associate itself with a particular event, typically a sporting event, without paying for official sponsorship rights. This allows the company to benefit from the exposure and association with the event without incurring the high costs of official sponsorship.
One famous example of ambush marketing is during the 2010 FIFA World Cup in South Africa, when Dutch brewery Bavaria distributed orange mini-dresses to female fans attending matches. These dresses were not official merchandise of the tournament sponsor, but they received significant media attention and became associated with the event.
Another example is from the 2012 London Olympics, when Nike launched a „Find Your Greatness“ campaign that featured amateur athletes from various London-named towns around the world. Although Nike was not an official sponsor of the Olympics, the campaign generated buzz and connected the brand with the spirit of the games.
Ambush marketing can be a controversial tactic, as it can undermine the investment made by official sponsors and lead to legal disputes. However, when done strategically and creatively, ambush marketing can be a cost-effective way for brands to capitalize on the hype surrounding major events.
For more information on ambush marketing, you can visit Wikipedia.