There are two major categories of ambush marketing. These are: Direct Ambush Marketing. Ambush marketing campaigns take many forms, but share a common goal: to divert public attention away from “official” brands so that “unofficial” brands capture all the flashes. This refers to situations where a brand engages in activities that are meant to deceive the audience into thinking that the brand is associated with an event or property, even if the brand has no rights to the event or property. While their success or failure can not truly be measured, but ambush marketing campaigns always end up being very memorable. TYPES OF AMBUSH MARKETING. I find ambush marketing fascinating. All the drama, paranoia, and subterfuge are very entertaining to watch and, of course, gossip about at industry events — at least if you’re not the one being ambushed. Ambush marketing is not easy by any means, but when done well, it can be highly effective. But it’s not only Johnson who won that afternoon – Nike won as well. Ambush Marketing is a marketing practice by which a company takes an advantage of event publicity done by the other company without being an official sponsor of that event. In the 1996 Olympics, Michael Johnson finished the 400-meter dash in 43.49 seconds, zooming past some of the fastest people in the world. Ambush marketing – also known as coat-tail marketing or predatory ambushing – is the practice of hijacking or coopting another advertiser’s campaign to raise awareness of another company or brand, often in the context of event sponsorships. It’s used by a number of brands (including some of the most prestigious ones) all over the world. Ambush Marketing is quite a famous style of modern day marketing. But one of my favorite things about ambush is that it’s so much fun to argue about.