Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile

Introduction

Dutch alcohol brand Bavaria Beer sparked a major debate in marketing circles as a result of its attempted ambush of official sponsor Budweiser during the 2010 FIFA World Cup in South Africa. This case study investigates the concept of ambush marketing by focusing on the recent World Cup example, but also reflects on how select companies that have historically used it effectively or ineffectively

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Contents

DATAMONITOR VIEW
CATALYST
SUMMARY
Analysis
What is ambush marketing?
Bavaria Beer's ambush at the 2010 FIFA World Cup sparked a renewed debate about the relative merits and morals of ambush marketing
Ambushing is an enticing option to companies given its potential to be extremely effective at a far lower cost than paying for official endorsement privileges
However, consumers are expressing advertising fatigue and ambush marketing can exacerbate this
Nike has made a habit of successfully ambushing rivals during major sporting events
There are potential pitfalls to ambush marketing that must be considered
Conclusion: ambush marketing can be effective in gaining publicity for a minimal outlay but recent events have illustrated that there is still uncertainty as to how best to approach it

APPENDIX

Case study series
Methodology
Secondary sources
Ask the analyst
Datamonitor consulting
Disclaimer

LIST OF FIGURES

Figure 1: Definitions of ambush, guerilla and host-parasite marketing
Figure 2: There are several different types of ambush marketing, which can either be classified as direct or indirect
Figure 3: Bavaria Beer hired models to wear clothing identifiable with the brand at a World Cup soccer game
Figure 4: The importance of strong branding is highlighted by the influence that it carries when consumers are purchasing alcoholic beverages
Figure 5: An overwhelming majority of citizens across countries and territories believe that there is too much advertising today, although the intensity of this perception has declined since 2008
Figure 6: Nike ambushed the Beijing Olympics, of which it was not an official sponsor, with advertising campaigns and associated merchandise
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