Ambush marketing uses the large audience and media attention already surrounding a major event. Brands tap into this attention by timing promotions around the event and placing them where spectators and viewers can see them.
At a major event, the available audience may include attendees, broadcast viewers, and people following updates online.
Interest often begins building before the event and remains high while it takes place.
Through broadcasts and news coverage, event attention can extend far beyond the venue.
As discussion moves online, more people continue following and talking about the event.
A campaign launched close to the event can appear when audience interest is strongest.
Promotions placed near venues or alongside event coverage can reach people already following the event.