Ambush Marketing: Clever marketing strategy or risky game?
Omnichannel-Marketing
The European Championship is over. Besides Spain, there are two other winners: Check24 and Puma. With around five million Germany jerseys given away, both brands are omnipresent in the country. And this despite the fact that the companies are not official sponsors of the European Championships. The sophisticated form of advertising behind this successful campaign is called Ambush Marketing. Let’s take a closer look at Ambush Marketing.
What is Ambush Marketing?
Ambush marketing, also known as “parasite marketing”, is when a brand attempts to associate itself with a major event (often of a sporting nature) without being an official sponsor. This tactic aims to capitalise on the popularity and media coverage of the event while avoiding the high cost of the official sponsorship fee.
Marketing hit: Viral for free plus millions of contacts
The world of marketing is constantly innovating and companies are always looking for effective ways to put their brand front and centre. Ambush marketing is a particularly controversial but remarkably creative strategy. This approach can dramatically increase a brand’s visibility without a large advertising spend on sponsorship. Admittedly, this form of marketing is not new. Nutella and Nivea have already used major tournaments for their own advertising purposes, with Nivea also providing its own fan jerseys in 2010. But Check24 has managed to take Ambush Marketing to a new level with the free jersey. And this despite the fact that the free jersey was even frowned upon on social media as the kit of ordinary fans. But the sold-out jerseys disproved the critical statements and proved the success. What has Check24 done differently?
What has Check24 done differently?
It is certainly not insignificant that the European Championship is being held in our own country. But the similarity between “EM 24” and the “Check24” brand also has its advantages, which really play in the company’s favour. At the same time, Check24 promotes a sense of community by making football accessible to everyone, not just those who can afford the expensive original, by distributing free shirts. Five million people were then willing to leave their personal data. The following factors also come into play:
High quality and close to the original
Check24 certainly owes its great success to the high quality of the jerseys, as the company has co-operated with Puma and brought out a jersey that is of significantly better quality than the usual promotional items. The jersey also scored points with its look. It is not immediately recognisable to the layman that this is not an official DFB top.
Sympathiser for the message
The advertising campaign was supported by none other than Lukas Podolski, the former DFB national player. Poldi is not only known for his footballing success, but also for his great popularity, which has earned him millions of followers. His personality made him the ideal figure to draw attention to the advertising campaigns.
Digital data directly in the product
Image is important, but actionable data is essential for an effective customer approach. Instead of using a simple landing page to collect data, Check24 – as a digital company – has cleverly assigned this task to its own app. Anyone interested in the free jersey therefore had to download the Check24 app and register with their contact details, mobile phone number and email address. As a result, Check24 has not only collected valuable data, but has also successfully placed its app on numerous smartphones. This represents a long-term investment, especially as the app is also actively used through regular prize draws on match days.
Where there’s success, envy often follows. Critical voices claim that the leads obtained are unqualified. At the same time, consumer advocates warn against recklessly disclosing personal data, while environmentalists criticise the production of cheap textiles. Certainly, each of these perspectives may have its justification and, as is so often the case, the truth lies somewhere in between. However, the positive aspects of the campaign should not be overlooked, such as the enormous visibility on the streets and digital media, the increased customer proximity and brand loyalty that can result from such campaigns. And not to forget: The great joy among the football fans who received a free jersey and passionately cheered on the national team.
Pros and cons of Ambush Marketing
Ambush Marketing is a fascinating strategy which, if used skilfully, can offer considerable advantages. However, it is important that you fully understand and carefully consider the legal and ethical implications before engaging in this risky marketing tactic. As with all innovative strategies, the key to success is careful planning and adherence to ethical standards to avoid long-term damage to the brand. Here is an overview of the pros and cons:
Advantages
- Cost efficiency: It enables brands to benefit from the attention of a major event without having to bear the high costs of official sponsorship.
- High visibility: Companies can achieve considerable media presence through creative campaigns.
- Differentiation: In a crowded market, Ambush Marketing can help a brand stand out from official sponsors and appear unique.
Disadvantages
- Legal challenges: Organisers often protect their official sponsors with strict legal frameworks that can potentially lead to legal conflicts.
- Ethical concerns: This form of marketing is often seen as unethical as it “exploits” the investments of official sponsors.
- Brand damage: If the public perceives the tactic as misleading or disrespectful, this can lead to negative publicity.
Conclusion: Ambush Marketing
It is a widespread misconception that Ambush Marketing is reserved exclusively for large companies with extensive marketing budgets. In fact, even small and medium-sized companies can use this tactic successfully without having a huge budget at their disposal. Instead of focussing on major events such as the European Championships or the World Cup, the focus can be placed on smaller, local events in order to use them effectively for advertising purposes. The same basic principles apply here too: It is crucial to act creatively, plan ahead and remain flexible in order to achieve the desired marketing goals. Clever Ambush Marketing enables even smaller companies to attract significant attention and promote their brand effectively. By the way: Ambush Marketing can be used effectively not only for sporting events, but also in many other areas such as concerts, film festivals and film premieres, fashion events, industry trade fairs or major public projects.
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