5. Audi vs BMW
Perhaps one of the most famous examples of ambush marketing is the 2009 Audi and BMW billboard war in Santa Monica. Audi thought they’d be clever and issued a challenge to BMW with an image of the Audi A4, accompanied by the words: Your move, BMW. Of course, BMW answered. Right next to the Audi advert they threw up an image of the BMW M3 and said: Checkmate. Everything then got slightly out of control when fans took to photoshop and decided to craft their own responses, including the BMW sign flying a blimp with a picture of its F1 entry.
6. Oddbins pushes non-Olympic marketing rules to the limit
Oddbins escaped the 2012 Olympics’ strict marketing rules by highlighting how the company had been prevented from referring to the Olympics, while at the same time pushing wine discounts. In what they deemed as a counter-marketing strike,” Oddbins also offered a 30 per cent discount on products from non-Olympic sponsors. Their displays read: “We’re not allowed to tell you which team we’re supporting… so we’ll tell you about this Aussie champion instead. Jansz Brut NV 15.” Another announced: “We can’t mention the event. We can’t mention the city. We can’t even mention the year. At least they can’t stop us telling you about this: Rococco Rose 17.”
7. Wepay ices PayPal
Startup company WePay did the unthinkable! In the time that PayPal was paying the price for freezing customer accounts, and during a PayPal developer conference, WePay left them a little gift. They froze money inside a massive chunk of ice and wheeled it to the front doors of the conference with a message: PayPal freezes accounts unfreeze your money .
8. Dr Dre beats Olympis sponsors
Another great Olympics example of ambush marketing is Beats by Dr Dre, who gatecrashed the 2012 Olympics. The rapper sent headphones to dozens of athletes and even made special editions for team GB branded with union flag colours. Indeed, athletes wore them, posed for cameras wearing them and took to tweeting about them too. The company saw a 42 per cent increase in sales following the event.
By Shan Schutte