Cricket fever is back in grip us with (Indian Primer League) IPL 2012 and the competition is getting hotter by the day since season enters in to final lap. Indian Primer League event which is always a big opportunity for brands since its inception to grab attention of masses. With this post I’m going to focused on two cases who has used Ambush Marketing tactics very smartly. Herewith I haven’t digging it out digital marketing success story of respective campaign but how smart they are in terms of event association.
Companies tried to piggyback IPL to win them free advertising, despite some of the strictest rules ever, by upstaging rivals paying lakhs of rupees to be official sponsors of IPL 2012. Sponsorship spending has soared during the past 20 years, attracting so-called ambushers, companies trying to associate themselves with an event without paying for the rights.
Case I – LIC India Forever Fan Page: Predict & Win (https://www.facebook.com/LICIndiaForever)
LIC has launched Predict & Win campaign on Facebook fan page, In terms of engagement the campaign rock, people are in IPL fever, supporting their teams and ready to participate such contents on social media to entertain them self along with game predictions.
Case II – Hippo's - Indian Food League (http://www.hippofighthunger.com/ifl/)
Parle Agro has recently launched IFL (Indian Food League) for their popular snacks brand Hippo. This campaign IFL (Indian Food League) conceptualizes and design on the basis of IPL (Indian Premier League). The concept is excellent one you have to support your favourite dish belongs to popular region (IPL Franchises)
Above both cases has utilized event buzz very smartly, IPL association with their campaign has been created awareness about their brand in community. The same kind of campaign was launched by Motilal Oswal securities Ltd (India’s biggest equity broking firm) last year. Ambush Marketing tactics are not new to marketer but how you smartly they utilized this tool is entirely their call. Even upcoming London marathon authority implies strict law against ambush marketing activity to protect sponsored brands interest.