It’s Super Bowl Week here at DOZ and besides spending our time counting down to the big game and placing our bets on who will come out on top, we’re also looking at some of the marketing and media issues surrounding the biggest weekend in American sports.

    Yesterday we explained how the Super Bowl and the Frito-Lay participatory marketing campaign ‘Crash the Super Bowl’ has propelled freelancers and small agencies into the big time by giving them a chance to see their commercials run live during the game. The participatory marketing campaign has been successfully deployed by Frito-Lay since 2007 and widely copied in other industries and in other countries since then.

    Today we’ll look at two other concepts that are often associated with major sporting events like the Super Bowl, the FIFA World Cup, and the Olympic Games: free rider marketing and ambush marketing.

    What is Free Rider Marketing?

    Being a ‘free rider’ in marketing is all about taking advantage of an audience without having contributed to the cost of developing that audience.

    Inevitably, the first product or service to market in a particular industry bears a large cost for reaching out to the market. For example, the first marketing efforts around wearable computing devices not only had to inform consumers about the product but also had to develop a demand for devices that had never before been released to the mainstream market. By the time second and third generation devices came to market the groundwork had already been done and an audience for their advertisements and for their products already existed.

    Thus, instead of having to expend significant time, effort, and funding to build an audience, the second and third generation device marketers needed only to reach out to an already established audience – they ‘rode for free’ on the backs of the work and expenditures of those first generation device makers.

    What is Ambush Marketing?

    If free riding is taking advantage of the audience that someone else has built, ambush marketing is taking advantage of an audience that someone else has paid for with an expectation of exclusivity.

    Take our wearable device example again. It’s unlikely that the first-to-market device realistically expects that their product will remain the only device on the market in perpetuity. While they will anticipate exceptional costs associated with building an audience for their category of products, they will also be aware that there can be a significant advantage associated with being the first product of its type to market.

    Yet where a wearable device firm has signed an exclusive contract with a major event to be the sole wearable device advertised at that event, they have an expectation that no competing products will encroach on their advertising space. When a competitor finds a way to do so despite the assured exclusivity it is called ‘ambush marketing’.

    Free Riding is Unavoidable and an Anticipated Cost of Doing Business

    In emerging and established markets alike free rider marketing is unavoidable.

    The success of one product or service in a market encourages others to compete for a share of that revenue. The time, energy, and money spent to build and develop a market for a certain product or service is a sunk cost for the early movers who can only hope that being first to the market provides enough of a return for the costs of getting there first.

    There is not much that a marketer can do about a free rider taking advantage of the audience they have built and, indeed, its expected that others will flock to audiences that appear likely to buy.

    Ambush Marketing is Unanticipated and Maybe Even Illegal

    No matter the state or maturity of a market, however, when a contract for exclusivity is signed between an event and a brand then there is a clear expectation that theirs will be the only brand in its sector promoted at the event.

    This expectation is usually reinforced by a contract between the brand and the organisers and, for major events such as the FIFA World Cup or the Olympic Games, perhaps even by government legislation designed to protect brands and punish ambush marketers.

    Example? Before the 2012 Olympic Games in London the UK government passed two separate pieces of legislation (the Olympic Symbol etc. (Protection) Act 1995, and the London Olympic Games and Paralympic Games Act 2006) that worked to restrict the use of the famous Olympic Rings in any non-official sponsor advertising before or during the Games.

    Despite the likely costs associated with deploying an ambush marketing campaign, however, in recent years brands have attempted to gain the attention of the public by striking out and deliberately ambushing their rivals at major events. In some cases this has led to fines and prosecutions, but in an age of internet technology and social sharing, it has also led to some memorable campaigns that may have returned far more publicity for the brand than they could have hoped for with a high-cost official sponsorship.

    Memorable Ambush Marketing Campaigns

    One of the most memorable ambush marketing efforts in recent years was Nike’s 2012 ‘Find Your Greatness’ campaign.

    Despite having athletes the world over use its shoes and athletic equipment during the 2012 Olympic Games, the official athletic equipment sponsor of the Games was Nike’s rival, Adidas. The exclusive sponsorship with Adidas meant Nike could not use Olympic symbols or even the word ‘London’ in a manner that was associated with the Games in any advertisements. The Nike marketing team, therefore, sought a way to get around the restrictions and ambush the 2012 Olympic Games with a campaign focused on other Londons.

    Another memorable ambush occurred at the 2014 FIFA World Cup where, by one report, Apple acquisition Beats by Dr Dre outscored official sponsor and competitor Sony with it’s ‘Game Before the Game’ campaign.

    Beats was not allowed to use the name of the host country (Brazil) nor of any of the host cities in their campaign. However, they were able to overcome these simple restrictions by including iconic establishing shots of Rio di Janeiro in their commercial. They were restricted from using footage of players in their official national uniforms or of the official stadiums but, by focusing on fans and using generic colors and stadium imagery, Beats was able to give the impression that they were an official sponsor of the World Cup.

    When it comes to the Super Bowl, the standout ambush campaigns in recent years have come from British beer Newcastle Brown Ale.

    Newcastle are a small beer company, at least in comparison to the American brewers like Budweiser who use the Superbowl as a centrepiece of a year long campaign to win consumers in the US. They openly admit to being unable to afford the high price of a Superbowl commercial spot and instead make a joke out of their lack of funds. In doing so, they created one of the great Superbowl campaigns of 2013…without ever actually producing an advertisement.

    AdWeek called the Newcastle Brown Ale campaign the Best Ad of 2014 and the ambush ad paid off with sales increasing and the subversive campaign winning consumers over from bigger, official Super Bowl sponsors.

    A Newscastle Ambush Campaign at Super Bowl XLIX?

    After their success in 2014 Newcastle Brown Ale has again gone down an ambush marketing route, this time attempting to leverage the power of Frito-Lay’s Doritos campaign to their own ends.

    As AdWeek describes it, “the brewer, which still doesn’t have $4 million lying around, pretends to crash a certain “Crash the Super Bowl” contest by a certain unnamed snack maker (OK, Doritos), so that it can get on the Super Bowl for free.”

    Here’s the Newcastle advertisement:

    Whether it will enjoy the same success as last year is yet to be seen but early reads are good and Newcastle may well have hit the advertising sweet sport once again.

    To Ambush or Not to Ambush?

    Ambush marketing – as long as it avoids the IP traps and legal penalties that come with challenging official event sponsors – is a legitimate marketing tactic, especially for campaigns that take advantage of digital and online advertising to market directly to consumers.

    The decision to engage in an ambush campaign, though, is not one that should be rushed as the potential problems and constraints that marketers must work within can sometimes prove overwhelming and overly limiting, and for every grand success there are others that fall by the wayside without ever reaching even a fraction of the event audience.



    1. Pingback: Is Sponsoring Euro 2016 Good Value for Money? | DOZ

    2. I absolutely love your blog.. Very nice colors & theme. Did you make this web site yourself? Please reply back as I’m attempting to create my own website and would love to find out where you got this from or exactly what the theme is named. Kudos!

    3. Hey, I think your website might be having browser compatibility issues. When I look at your blog in Firefox, it looks fine but when opening in Internet Explorer, it has some overlapping. I just wanted to give you a quick heads up! Other then that, very good blog!

    4. Hi there! I realize this is kind of off-topic but I had to ask. Does operating a well-established blog like yours take a lot of work? I’m completely new to writing a blog but I do write in my diary daily. I’d like to start a blog so I can share my experience and views online. Please let me know if you have any suggestions or tips for new aspiring bloggers. Appreciate it!

    5. Hi there! This post could not be written any better! Reading through this post reminds me of my previous roommate! He always kept preaching about this. I’ll send this post to him. Fairly certain he will have a very good read. Thank you for sharing!

    6. Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your point. You clearly know what youre talking about, why waste your intelligence on just posting videos to your site when you could be giving us something enlightening to read?

    7. I’m really enjoying the design and layout of your blog. It’s a very easy on the eyes which makes it much more enjoyable for me to come here and visit more often. Did you hire out a designer to create your theme? Exceptional work!

    8. Hmm is anyone else experiencing problems with the images on this blog loading? I’m trying to find out if its a problem on my end or if it’s the blog. Any responses would be greatly appreciated.

    9. I’m now not positive where you are getting your info, however good topic. I needs to spend a while studying more or working out more. Thank you for wonderful information I used to be looking for this information for my mission.

    10. Fantastic goods from you, man. I’ve understand your stuff prior to and you’re simply too magnificent. I really like what you’ve obtained here, really like what you’re stating and the way during which you are saying it. You are making it entertaining and you still take care of to stay it sensible. I can not wait to read far more from you. This is actually a great website.

    11. An intriguing discussion is worth comment. I do think that you should write more on this subject, it might not be a taboo subject but generally people do not discuss such subjects. To the next! Cheers!!

    12. Hi, Neat post. There is a problem together with your web site in internet explorer, might check this? IE still is the marketplace leader and a big portion of folks will omit your great writing due to this problem.

    13. I’m gone to inform my little brother, that he should also pay a visit this blog on regular basis to take updated from most recent information.

    14. It is perfect time to make some plans for the future and it is time to be happy. I have read this post and if I could I wish to suggest you few interesting things or advice. Perhaps you could write next articles referring to this article. I wish to read more things about it!

    15. Hey there! This is my first visit to your blog! We are a group of volunteers and starting a new initiative in a community in the same niche. Your blog provided us useful information to work on. You have done a extraordinary job!

    16. Howdy! This post couldn’t be written any better! Reading this post reminds me of my good old room mate! He always kept talking about this. I will forward this post to him. Pretty sure he will have a good read. Thank you for sharing!

    17. Hi there! Quick question that’s totally off topic.
      Do you know how to make your site mobile friendly? My website looks weird when viewing from my apple iphone.

      I’m trying to find a theme or plugin that might be able
      to fix this issue. If you have any recommendations, please share.

      Thank you!

    18. I loved as much as you will receive carried out right here. The sketch is tasteful, your authored subject matter stylish. nonetheless, you command get bought an impatience over that you wish be delivering the following. unwell unquestionably come further formerly again since exactly the same nearly a lot often inside case you shield this increase.

    19. Unquestionably believe that which you stated. Your favorite justification appeared to be on the net the simplest thing to be aware of. I say to you, I definitely get irked while people consider worries that they plainly do not know about. You managed to hit the nail upon the top and also defined out the whole thing without having side effect , people can take a signal. Will likely be back to get more. Thanks

    20. Wonderful goods from you, man. I’ve understand your stuff previous to and you’re just too magnificent. I really like what you’ve acquired here, really like what you’re stating and the way in which you say it. You make it entertaining and you still take care of to keep it smart. I cant wait to read far more from you. This is actually a great site.

    21. My brother suggested I would possibly like this website. He used to be totally right. This post actually made my day. You cann’t consider just how much time I had spent for this information! Thank you!

    22. I really love your blog.. Very nice colors & theme. Did you create this web site yourself? Please reply back as I’m looking to create my own website and want to learn where you got this from or what the theme is called. Cheers!

    23. Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.

    24. Have you ever considered about including a little bit more than just your articles? I mean, what you say is valuable and all. Nevertheless think about if you added some great photos or video clips to give your posts more, “pop”! Your content is excellent but with images and video clips, this site could certainly be one of the very best in its niche. Terrific blog!

    25. Онлайн казино радует своих посетителей более чем двумя тысячами увлекательных игр от ведущих разработчиков.

    26. Whats up are using WordPress for your blog platform? I’m new to the blog world but I’m trying to get started and create my own. Do you need any coding knowledge to make your own blog? Any help would be greatly appreciated!

    27. Hi there are using WordPress for your blog platform? I’m new to the blog world but I’m trying to get started and create my own. Do you need any coding knowledge to make your own blog? Any help would be greatly appreciated!

    28. Hi would you mind stating which blog platform you’re working with? I’m planning to start my own blog in the near future but I’m having a tough time making a decision between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your design and style seems different then most blogs and I’m looking for something completely unique. P.S My apologies for getting off-topic but I had to ask!

    29. I don’t know if it’s just me or if everyone else experiencing problems with your blog. It appears like some of the text within your posts are running off the screen. Can someone else please comment and let me know if this is happening to them too? This could be a problem with my web browser because I’ve had this happen before. Thank you

    30. I say to you, I definitely get irked while people think about worries that they plainly do not know about. You managed to hit the nail upon the top and defined out the whole thing without having side-effects , people could take a signal. Will likely be back to get more. Thanks

    31. Excellent beat ! I would like to apprentice at the same time as you amend
      your website, how can i subscribe for a weblog website? The account aided me a appropriate deal.
      I had been tiny bit familiar of this your broadcast provided vivid transparent idea

    32. I’m impressed, I must say. Rarely do I encounter a blog that’s equally educative and entertaining, and let me tell you, you have hit the nail on the head. The issue is something which not enough folks are speaking intelligently about. I am very happy that I found this in my search for something relating to this.

    33. Your blog has rapidly become my trusted source of inspiration and knowledge. I genuinely appreciate the effort you invest in crafting each article. Your dedication to delivering high-quality content is apparent, and I eagerly await every new post.

    34. e legale comprare la patente, comprare una patente napoli, patente originale, comprare patente c, acquisto patente b, comprare patente prezzo, compro patente, acquistare patente b napoli, dove posso comprare la patente b, compra patente online, comprare patente b online, comprare la patente a napoli, dove si può comprare la patente, quanto costa comprare la patente, comprare patente di guida, comprare patente senza esame, patente comprata prezzo, come comprare patente b napoli, comprare patente a, patente online comprare, quanto costa la patente a napoli, patente Nautica.

    35. kupovina vozacke dozvole,kako kupiti vozacku dozvolu u srbiji, lazna vozacka dozvola, kupiti vozacku u bosni, kako kupiti vozacku dozvolu, kupiti vozacka dozvola hrvatska cijena, kupovina vozacke dozvole na crno, kupiti vozačku dozvolu, kupljena vozacka dozvola, kupiti vozacka dozvola bez polaganja, kupiti vozacku dozvolu, kupi lažna vozačka dozvola, kupiti vozacku u hrvatskoj, kupite vozacka dozvola hrvatska, vozacka dozvola na crno, zamena srpske vozacke dozvole u italiji 2023

    36. gdzie mozna kupic prawo jazdy z wpisem do rejestru, kupić prawo jazdy, legalne prawo jazdy do kupienia, kupię prawo jazdy, jak załatwić prawo jazdy, bez egzaminu, jak kupić prawo jazdy, czy można kupić prawo jazdy, legalne prawo jazdy do kupienia 2022, pomogę zdać egzamin na prawo jazdy, prawo jazdy bez egzaminu, gdzie kupić prawo jazdy bez egzaminu, gdzie kupić prawo jazdy na lewo, jak kupić prawo jazdy w niemczech, gdzie kupic prawo jazdy legalnie, kupić prawo jazdy b

    37. motorrad  führerschein kaufen , lkw führerschein kaufen ohne prüfung österreich, bus führerschein kosten österreich. führerschein online kaufen, auto c ohne prüfung köln, führerschein klasse b kaufen, deutschen registrierten führerschein kaufen berlin, österreich führerschein kaufen legal in deutschland, führerschein in deutschland kaufen, PKW führerschein kaufen österreich, deutschen führerschein legal kaufen in österreich, kaufe deutschen führerschein, eu-führerschein kaufen,wie viel kostet der führerschein in österreich.

    38. It’s appropriate time to make some plans for the future and it is time to be happy.
      I’ve read this post and if I could I want to suggest you some interesting
      things or tips. Perhaps you can write next articles referring to
      this article. I desire to read more things about it!

    39. I’m excited to find this website. I wanted to thank you for ones time
      for this wonderful read!! I definitely really liked every bit of it and i also have
      you book-marked to check out new stuff in your site.

    40. It’s awesome to go to see this web site and reading the views of all friends about this piece of writing, while I am also eager of getting knowledge.

    41. My spouse and I stumbled over here from a different web page and thought I may as well check things out. I like what I see so now i am following you. Look forward to finding out about your web page yet again.

    Leave A Reply

    This site uses Akismet to reduce spam. Learn how your comment data is processed.