I think Ambush Marketing is great. It is all part of the game, and believe me, it is a game, and we all have to learn how to play. The article I’m referring, Ambush Marketing: Steals the Show, by Abram Sauer, has to do (in part) with the Olympics…appropriate, I thought! It talks about how basically, ambush marketers give the finger to the Olympic sponsors that pay millions upon millions of dollars to “officially” be part of the Olympic events.
It is a question of ethics, I suppose. I am just not sure how many people would render themselves ethical in light of an ambush marketing opportunity. It works, and it does so effectively.
“To become the official sponsor for the 2002 Winter Olympics in Salt Lake City, Anheuser-Busch paid more than $50 million. In accordance with its agreement, it got all rights to use the word “Olympic” and the five-rings logo. Schirf Brewery, a local company, came up wtih “Wasuth Beers. The Unofficial Beer. 2002 Winter Games.” In accordance with copyright rules, Schirf had avoided using either the word “Olympics” or the five-ringed logo.”
AND
“Nike plastered the city (Atlanta) in billboards, handed out swoosh banners to wave at the competitions and erected an enormous Nike Center overlooking the stadium.”
Now, of course it is easy for me to say that Ambush marketing is part of the game, but that may be because I’ve never been on the other end of it. While there aren’t “laws” there are ethical limits and at times, Ambush Marketing definitley pushes them.
What would you do?
I honestly think I’d bite the bullet. There are many ways to reach our target. Not all are as effective as others, but there is usually more than one way. And, in the world of advertising – it is not called ambush marketing when a competitor reaches the target more effectively because they decided to run a TV commercial at a better time, is it? Same place – different time/location. When all the cards are down, technically that is all ambush marketers are doing.
Official Sponsors do have an easier, more expensive time at being successful through targeted advertising at large sporting events. However, there really shouldn’t be anything wrong with another player trying to get in the game. They’re playing in a different way- and I think the true problem is within the defeated minds.
All I am saying is that I wouldn’t write ambush marketing off until I’m put in that position. All situations are different, and this is definitley nothing to be “with” or “against” because there is a huge grey area.
