Are you a major event organizer? Are you planning a great event to which a lot of people could partecipate? Watch out of any strange things around you, they could be in “ambush”.
The Ambush Markting is the umpteenth non-conventional advertising gimmick that make sponsored an event without an effective sponsorship contract; they use the event’s media impact to improve the visibility of a certain brand, creating a strong bond between both elements.
My questions are always the same. Which is the relationship in consumer’s mind between the brand and advertising gimmick when a passer-by attending it? What will he remember about it? The gimmick, the brand or both? Reasoning about it in terms of “balancing” seems to be necessary and crucial.
Here’s an example: this one was created by TrIbEcA for K-SWISS, during the Roland Garros tournament. Enjoy it.