A marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event.
Example : Samsung slings $2 smartphones in Apple's face.
In October 2011, Samsung launched the Galaxy S II around the same time as its main competition, Apple's iPhone 4S.
People frequently line up outside Apple stores. But Samsung isn't known for its retail operations. So Samsung put a pop-up store a few feet away from Apple's flagship Sydney site and offered their Galaxy S II at AUS$2 instead of the near AUS$850 full retail price.
Despite only being open for three days, the pop-up store achieved its goal — take away from Apple's moment by having a bigger line throughout the week.
Earlier in the year Samsung specifically petitioned the organization in charge of the London Olympics, of which Samsung is a sponsor, to protect official partners from ambush marketing.
No comments:
Post a Comment