Why Ambush Marketing IS the Olympics

I love the Olympics. There’s the global camaraderie, the spectacle, the competition — and, of course, there’s the unparalleled marketing campaigns that I can’t get enough of. And, interestingly, the biggest marketing story emerging from Rio seems to be just that — should brands be able to align with this moment in time, or should it be reserved for the big guys, who shell out millions to snag a spot in the front row? Where’s the line when it comes to delivering these relevant consumer experiences? And what role does — and what role should — ambush marketing play in all of this?

What’s relevant: the Olympics

This all feeds back into the very notion of delivering a spot-on relevant experience for consumers. What’s decidedly relevant to everyone right now? Rio, Rio, Rio!

In an effort to leverage the spirit and excitement surrounding the games, marketers are doing exactly what marketers do best: they’re creating compelling Olympics-inspired campaigns, touch points and consumer experiences. They’re inspiring, decidedly action-oriented and incredibly relevant to the weeks surrounding the games. Done right, the experience is powerful without the seven, eight and even nine figures that, otherwise, are needed to get a seat at the table.

Welcome to ambush marketing.

Are YOU an ambush marketer?

Chances are you’re an ambush marketer, too, or have been at some point. Ambush marketing is the ultimate work around, with brands developing relevant campaigns and creative despite not being officially associated with an event or program. It’s the football-themed chip commercial airing the week of the Super Bowl, or the milk commercial featuring an Olympic swimmer and her journey to the games.

Big events like the Olympics give every brand and marketer an opportunity to get in the mix. I saw a church using the Olympics to promote an upcoming sermon about commitment — really. It was spelled out right on their outdoor sign, including a prominent, “Go USA!” to close. If that’s not the ultimate, “everyone’s doing it,” then I don’t know what is.

The 2016 Ambush All-Stars

Ambush marketing goes much bigger and much deeper than that local church, of course. Major brands are constantly looking for opportunities to deliver powerful consumer experiences — experiences that eclipse their Olympics-sponsoring competitors. They don’t even have to say “Olympics” or “Rio” to get the rub, either. Under Armour isn’t sponsoring the Olympics, but they’ve got some very high profile campaigns circulating right now, all under their “Rule Yourself” messaging. The stars of those powerhouse ads? Michael Phelps and the U.S. women’s gymnastics teams, arguably the most high profile athletes in this year’s games. Gatorade’s “Never Lose the Love” campaign includes Usain Bolt and Serena Williams, other top names in Rio right now. And Gatorade’s not a sponsor either.

But neither says “Olympics.” Legally, they can’t — but because the creative is so incredible, they don’t have to do. They made their point. And, likely, they made serious sales stemming from these viral sensations.

Another favorite of mine? Brooks Running. They sponsor several Olympic athletes, who they often use in their campaigns. However, the IOC declared a blackout period surrounding the games, banning non-sponsors from using Olympic athletes in their advertising. There were waivers available, but Brooks Running felt the process was too much — so they tried something equally bold: they anonymously promoted a protest site, which included signs offering generic messages. I loved, “good luck, you know who you are, on making it you know where.” Again, powerful, totally viral and spot-on to both the games and the controversy surrounding Olympics-themed marketing. A perfect consumer experience, on all fronts.

The victims of ambush marketing

But, of course, it’s also possible you’ve been a victim of ambush marketing, too. In the case of the Olympics, writes AdWeek, “The wider playing field actually could diminish the value of official Olympic sponsorships.” Quoting Zaileen Janmohamed, SVP of client services at GMR Marketing, the article explains, “As a non-sponsor, you still can’t use the Olympic rings or Olympic intellectual property…but if I’m an everyday person watching a commercial or social media post, I probably don’t understand the difference. If I see an Under Armour ad with Michael Phelps, a premier Olympian, I probably think they’re an Olympic sponsor, too.”

It’s an argument I understand fully but, as a marketer, I have to wonder if ambush marketing hurts sponsors, or drives everyone to push the envelope a little farther. Is it a bad thing to have other brands — big and small — nipping at your heels, or does the chase make you a better, sharper and more experience-centric marketer? And shouldn’t the brand that does that best — whether they’re official or not — get to reap the benefits?

If Olympic sponsors sat back and felt their very presence at the games was enough, would everyone miss out — and would it cut into the excitement and all-encompassing nature of these 16 days? I’d argue it would. And I’d argue it’s the ambush marketers who help fan the flames that make the Olympics — and the Super Bowl and the Oscars — that much bigger and better. Banning brands from retweeting results or tossing their support towards Team USA seems to dim the spark that’s at the core of the games.

Go for the gold, marketers!

Even with waning Olympic TV viewership (these games are down nearly 10 million from London), there couldn’t be a more perfect ambush marketing opportunity than this amazing event that comes into our living rooms (and palms) every two years (that’s right — curling in PyeongChang is right around the corner!). Not only is the Olympic brand, the games themselves and sweethearts they produce completely dominating all media channels right now, but it all syncs perfectly with the spirit of the games. Anyone can come out on top in competition and in marketing — you don’t have to be the favorite (or the sponsor) to steal the spotlight. You just have to be better than the rest. Under Armour certainly is, and so are countless other local and national brands stealing the spotlight from the competition. They’re effectively and efficiently seizing a major moment, and creating compelling consumer experiences that align. And I do it — I say go for the gold.