WHAT IS AMBUSH MARKETING?Īmbush marketing is a marketing tactic where a company hijacks the marketing campaign of a competitor in an attempt to steal the spotlight from the initial advertiser and gain more exposure from the competitor’s marketing campaign. The spat is an interesting example of a marketing tactic known as ambush marketing. The above spat between BMW and Audi shows the lengths to which brands will go to outdo each other, increase their brand visibility and hopefully gain a larger share of the market. To show that it really was game over, BMW went ahead and tethered the blimp on Audi’s R8 billboard. Having had enough, BMW decide to put an end to this madness by putting up a blimp with an image of BMW’s F1 racing car and the words “ Game Over”. Not to be outdone, Audi bought another billboard next to BMW’s and put up an image of the Audi R8 with the caption “ Your pawn is no match for our king.”
#AUDI BILLBOARD AD WARS SERIES#
Without wasting any time, BMW put up a billboard three times the size of Audi’s just across the street and showed an image of the BMW 3 series with a one word caption “ Checkmate.” The new billboard also contained a picture of the new Audi A4 and was captioned “ Your move, BMW” a clever reference to BMW’s regrettable chess theme.īMW was not ready to let Audi get away with such provocation. Soon after, Audi took down the initial billboard and replaced it with another billboard that was also a provocation to BMW. The billboard was captioned with the words “Chess? No thanks, I’d rather be driving.” In a bid to take a dig at BMW and take advantage of some of the buzz generated by the BMW MOA Rally, rival German car maker Audi bought a nearby billboard and put up an image of the Audi A4, which had just been launched.
What’s next, paramedics at a chess tournament?”
The billboard held the words “A BMW Rally with two nearby service centers. In 2007, German car maker BMW placed a bill board in Santa Monica, California to promote the 35 th BMW MOA Rally.
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