Ambush marketing
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Ambush marketing is an advertising tactic where a company promotes itself at an event without being an official sponsor to confuse the public into thinking they are associated with the event. It allows brands to capitalize on popular events for brand recall and compete with official sponsors by undermining the value of the paid sponsorship opportunities. Examples include Nike and Google's social media campaigns during the Super Bowl and a Dutch beer company's promotion at the recent World Cup match.
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