Ambush
Marketing

THE ART OF OPPORTUNISTIC APPROPRIATION OF AN EVENT OR A NEWS ITEM BY ANOTHER BRAND TO SERVE ITS COMMUNICATION

#Proximity #Impact #Virality

AMBUSH MARKETING, HOW DOES IT WORK?

Ambush Marketing refers to the set of marketing practices that allow to take advantage of the notoriety of an event to capture the attention of the public in favor of a brand, a product or a service. By speaking out in these circumstances, brands opportunistically appropriate the notoriety of an event or simply take advantage of a window of exposure to disseminate their campaign, imagery, identity. The objectives of Ambush Marketing are clearly to seize opportunities to emerge and to exist by taking advantage of gatherings or a punctual media exposure conducive to a wide diffusion or a targeted diffusion. Ambush Marketing can also be a misleading communication, which aims to play on confusion and to take advantage of a situation by appropriating an event or a news item.

Ambush marketing raises more and more strategic issues in a context of immediate transmission of content on social networks. It allows brands to circulate either an alternative, creative or ultra-contextual advertising message. This encourages the public to appropriate and share the message presented by the brand to become the first relay to a viral creation.