Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile CSCM0326/ Published 07/2010

© Datamonitor. This brief is a licensed product and is not to be photocopied Page 1

DATAMONITOR VIEW

CATALYST

Dutch alcohol brand Bavaria Beer sparked a major debate in marketing circles as a result of its attempted ambush of

official sponsor Budweiser during the 2010 FIFA World Cup in South Africa. While some within the industry have criticized

the strategy for its perceived unfairness and insincerity, others are praising its creativity and effectiveness. This case study

investigates the concept of ambush marketing by focusing on the recent World Cup example, but also reflects on how

select companies that have historically used it effectively or ineffectively.

SUMMARY

• Bavaria Beer’s ambush of Budweiser during the early stages of the 2010 FIFA World Cup was initially thought to

be largely unsuccessful in that it was spotted by event organizers, who removed and punished the participants.

However, the subsequent media interest and criticism of FIFA’s handling of the situation resulted in Bavaria Beer

receiving a tremendous boost in profile around the world, transforming the move into a big success.

• Global-scale sporting events are often the prize target for ambushers. The sheer money that is involved in such

events makes them highly lucrative to be affiliated with. Over time, organizers have become savvier to the

attempts of ambushers to generate buzz without paying for official sponsorship deals. However, there have still

been recent examples of creative ways of circumnavigating restrictions.

• Although ambush marketing leads to positive outcomes when successfully executed, the perceived lack of ethics

that surround the practice, certainly in some circles, makes it a risky strategy. Ambushes can lead to bad

publicity, alienation among powerful bodies, and are sometimes subject to aggressive counter-measures which

can potentially damage the brand image severely. The risk/reward conundrum means that companies must

consider all the possible outcomes (both positive and negative) before embracing these tactics.

CASE STUDIES

Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile Understanding how and why brands look to ambush events

Reference Code: CSCM0326

Publication Date: July 2010

Ambush Marketing Case Study

Ambush Marketing Case Study: successfully leveraging high-profile events to raise brand profile CSCM0326/ Published 07/2010

© Datamonitor. This brief is a licensed product and is not to be photocopied Page 2Instructions
For this assignment, you will read a case and answer a series of questions concerning an analysis of ethical considerations governing marketing practices, as leaders are responsible for such endeavors. Begin by reading the following case, which can be located within the Business Source Ultimate database of the CSU Online Library.
Datamonitor. (2010, July). Ambush marketing case study: Successfully leveraging high-profile events to raise brand profile. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=59543529&site=ehost-live&scope=site
Then, draft a two-page paper by addressing each of the following items:

In your own words, how would you describe “ambush marketing”? Include two examples with your description.
What are the advantages and disadvantages (risks and consequences) of ambush marketing?
What was Bavaria Beer hoping to achieve through its ambush marketing tactics?
Would you consider Bavaria Beer’s ambush marketing an unethical practice or simply a competitive strategy? Explain.
Can ambush marketing be both intentional and unintentional? Explain.
As a leader of an organization, would you allow the practice of ambush marketing? Explain.

Be sure to demonstrate a clear analysis as you address each question. Use APA style to format your assignment. Forassistance in formatting your paper, refer to the Citation Guide. You are not required to complete additional research for this assignment; however, if you do, use APA Style to cite your sources.