Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against competing advertisers. The term "ambush marketing" was coined by marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for American Express in the 1980s.

1. Ambush Marketing
Aayush Gupta - 15119001

2. Ambush
Make a surprise attack on someone from a concealed
position.
Source: https://matuska.deviantart.com/art/An-Ambush-of-Tigers-198629097

3. Ambush Marketing
Ambush marketing is a
marketing strategy in which an
advertiser take advantage of an
event to compete for exposure
against competing advertisers.
Ambush
Sponsor

4. Examples

5. Pringles Ambushing at Wimbledon
Championship
At outside of Wimbledon All England club, almost 24,000
Pringles were distributed to spectators.
Source: https://blog.printsome.com/ambush-marketing/

6. Nike ambushed in 1998 FIFA World Cup
Nike performed ambush by buying advertising space in the
vicinity of the host venues, prevent the official sponsor
Adidas from being able to promote themselves.
Source: https://isenbergmarketing.wordpress.com/

7. Ambush at Minneapolis sports venues
Target Field was ambushed by a
billboard on a portion of Target Center's
exterior visible from within.
Source: https://en.wikipedia.org/wiki/File:Sanford_Health_ambush_
marketing_at_Target_Field.jpg

8. Samsung ambushed the launch of Apple
iPhone 4s
In October 2011, Samsung ambushed
the Australian launch of Apple's iPhone
4S smartphone by setting up a pop-up
store near Sydney's Apple Store. At the
store, the company sold its competing
Galaxy S II to the first 10 people in line
daily at a discount price of $2 AUD.
Source: https://thenextweb.com/apple/2011/10/12/samsung-plays
-dirty-ambushes-apples-iphone-4s-launch-in-sydney/#.tnw_pNy9bYkU

9. Why ambushers do it?
❖ Sponsorship type results with no rights fee or sponsorship itself.
❖ Complete creative freedom.
❖ Very less rules to follow:
Don’t call yourself a sponsor of even.
Don’t breach Intellectual Property Laws.
Some major events have a few more rules as well.

10. Ambush marketing is
Controversial
Most marketers consider it to be just another marketing option.
- A strategic, non ethical choice.
Not illegal
Few rules and only inexperienced ambushers break them.
Customers don’t care !
What is in it for me?

11. The event vs The event experience
The event
The event experience
Social Media
The city of event
Ads in public

12. Some more examples
Source: http://dranil-marketingmusings.blogspot.in/2012/06/ambush-marketing-shape-of-things-to.html

13. Some more examples
Source:
http://www.exchange4media.com/marketing/flipkart-
snapdeal-amazon-drive-latest-ambush-marketing-in-
indian-e-commerce-space_60515.html
Source: http://www.afaqs.com/news/story/42124_When-
Snapdeal-Stole-Flipkarts-Thunder

14. Thankyou!
Views are most welcome
References
https://en.wikipedia.org/wiki/Ambush_marketing
https://www.youtube.com/watch?v=01xfwbMpEIA&t=65s