Ambush Marketing Case Study

Ambush Marketing Case Study
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1] In your own words, how would you describe “ambush marketing”? Include two examples with your description.
Ambush marketing is a short-term marketing tool meant to counteract the influence of another brand sponsorship, especially in sports events. There are instances when ambush marketing deflects attention from the main sponsor by exploiting the insufficient use of marketing possibilities. The marketing tool is effective when the rivals have poorly implemented their marketing campaigns, and it is possible to create a buzz through ambush marketing. For instance, in the 1996 Olympic Games, Sprinter Linford Christie wore contact lenses with the Puma logo, while Reebok had sponsored the games (Dumais, 2014). Another case was in 2012 London Olympics where representatives for Beats by Dre headphones distributed the gadgets to athletes, some who were pictured with them, and this garnered interest and mention in the internet (Dumais, 2014).
2] What are the advantages and disadvantages (risks and consequences) of ambush marketing?
Ambush marketing is an effective and cheap marketing tool to create awareness and expose a brand to the target audience (Data Monitor, 2010). When carefully crafted, it is possible to gain attention without using a lot of money as the competitor who is the main sponsor. However, there are challenges to using ambush marketing tactics because of legal concerns, and official sponsors increasingly protect their interests, including banning rivals from direct advertising in and around sporting events (Data Monitor, 2010). There is also risk that ambush marketing might damage relations with powerful organizers, and may also result in negative marketing tactics (Data Monitor, 2010).
3] What was Bavaria Beer hoping to achieve through its ambush marketing tactics?
The Dutch brewer Bavaria sought to draw attention among Dutch supporters that the company was behind the country, and as the Dutch team was great so was the company. Other people would also associate the company’s brand with the Olympics’ positive aspect with the marketing efforts reaching out to a larger audience (Data Monitor, 2010). The sporting event brings people together from diverse countries and cultures, and they are united even when supporting rival teams. However, Bavaria was not the official sponsor of the games or the Dutch team, and the company may have misled some spectators, fans, and supporters of the teams. Bavaria chose 36 girls to adverse the company wearing orange attires representing the color of the Dutch national team, ...