4IpaUJbnm

personalities to create short videos in which they “find the lost puppy,” and uploaded all
previous advertisements to their YouTube channel in order to strengthen the central theme
of their advertising platform: the “best buds puppy”. By investing in these initiatives, they
created an engaging platform for viewers to prepare for their Super Bowl debut (Gish,
2015).
Aside from connecting with consumers, businesses also use the Super Bowl as a chance to
connect with their potential investors. A study by Fehle, Tsyplakov, and Zdorovtsov shows
that stock returns increased after successful Super Bowl ads, taking into consideration the
USA Ad Meter rating discussed above. Similar to Apple’s attempt in putting down the
competition in their Super Bowl ad, Fehle, Tsyplakov, and Zdorovtsov found that “…such
messages often appear to have the sole purpose of creating a favorable image of the
company among market participants,” and that companies “…use advertising not only to
promote their products and services to customers but also as a communication channel to
their current and potential future investors” (Fehle, Tsyplakov, & Zdorovtsov, 2005). This is
a chance to increase market penetration and gain financial rewards in the form of both
potential consumers and investors by relaying a message of strength and ability over their
competitors.
Ambush Marketing
Ambush marketing is referred to as “the purposeful and false association by a company not
sponsoring an event toward the end of deriving benefits similar to those afforded by official
sponsors” (Pitt, Parent, Berthon & Styen; 2010). When analyzing marketing campaigns in the
sports industry, many of the more aggressive strategies can be attributed to the use of
ambush marketing (Chadwick & Burton, 2011). Despite the safeguards that local
governments put in place to protect the rights of official sponsors, ambush marketers seek
ways to manipulate the rules to achieve their marketing goals (Chadwick & Burton, 2011).
Ambush marketing has increased in use within the sports industry due to the privatization of
sponsorship programs. Many firms want to reap the benefits of sponsorship, but can no
longer afford its high price, creating an aggressive marketing environment.
There is one company that stands out among the rest as a master of ambush marketing –
Nike. This expertise was made clear by their activities surrounding the 1996 Summer
Olympics in Atlanta, Georgia. Despite the various legal safeguards put in place to try to
protect the rights of sponsorship brands, Nike’s ambush marketing campaign proved
successful in spreading brand awareness, enhancing the brand, increasing market share and
minimizing financial risk (See Exhibit 5). In 1996, Reebok invested USD 50 million to become
the official sponsor of the Atlanta Summer Olympics (O’Reilly, 2014). Nike was able to
bypass this fee while still managing to build an association with the Olympics and the
successful competing athletes. Nike avoided sponsorship costs and focused on an aggressive
ambush marketing initiative. They bought out every billboard in the Atlanta area to increase
exposure of their logo during the games. They also ran Olympic style advertisements
featuring many of their Olympic endorsers, such as Carl Lewis, in order to enhance their
image and create an association between their brand and the games (O’Reilly, 214). They
also built an impressive “Nike Centre” next to the Olympic Village which overlooked the
stadium and provided a space for the press, athletes, and fans to enjoy the games (O’Reilly,
143