Ambush Marketing

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During the day, it was an ordinary billboard, and at night… Dracula. This is how the billboard created by the BBC, which was intended to promote their new show, looked like. Thanks to the appropriate design, the billboard gradually, as dusk fell, introduced passers-by into a state of anxiety.


The so-called “attack from a hidden position”. It consists of advertising the image of your brand at the expense of the competitor. This type of guerilla marketing is mainly used during sponsored events - where the sponsor can be “overshadowed” by the actions of the competition.

How does it work in practice? Imagine that a football match is sponsored betting database by company A, but at the same time, during the match, brand B from the same industry appears and tries to attract attention.

If Brand B attracts enough attention, this can lead to publicity that reduces the advertising effect of the actual sponsor (Brand A) and puts Company B in the spotlight.