Definition: Creative tactics which deflect the attention from one brand to another
Did you know each sponsor of the Olympics invests anywhere between $10 and $100 million dollars to showcase their brand? Those numbers are insane, but it costs to be part of such a highly publicized event.
All these precautions have come as a result of ambush campaigns in the past. One of the most publicized ambush marketing tactics is when Nike gifted gold medalist Michael Johnson a $30,000 pair of gold racing shoes during the 1996 Olympic games in Atlanta – when Reebok was the official sponsor that year! Johnson went on to win the gold medal in that 400-meter dash and even posed with the shoes around his neck in Time Magazine. Nike found an intelligent (and very sneaky) way to promote their brand without paying up and officially becoming a sponsor!
Federal authorities are now taking many precautions to thwart any ambush marketing tactics by carefully monitoring and blocking the use of unauthorized branding and other trademarks relating to signage, flags, mottos, etc. It’s not hard to understand why ambush marketing tactics are frowned upon (considering the millions being paid in sponsorship), but it is a clever and savage way of doing business!