Editing Guerrilla marketing (section)

===Ambush marketing===
{{Main|Ambush marketing}}
Ambush marketing is a form of associative marketing, used by an organization to capitalize upon the awareness, attention, goodwill, and other benefits, generated by having an association with an event or property, without that organization having an official or direct connection to that event or property.<ref>{{cite news|title=Ambushed!|author=Simon Chadwick And Nicholas Burton|url=https://www.wsj.com/articles/SB10001424052970204731804574391102699362862|newspaper=[[Wall Street Journal]]|access-date=April 12, 2016}}</ref>
  
This form of marketing is typically seen at major events where rivals of official sponsors attempt to build an association with the event and increase awareness for their brands, sometimes covertly. For example, during the [[2012 Summer Olympics|2012 London Olympics]], footwear maker [[Nike, Inc.|Nike]] created 'find your Greatness' spots where they featured athletes from several locations called London (but without showing the real London or referring to the Olympic games).  This was intended to build a strong association between the London Olympics and Nike.<ref>{{cite magazine|title=Nathan Sorrell, Nike's Fat Jogger, Vows to Get Thin|author=Rebecca Cullers|url=http://www.adweek.com/adfreak/nathan-sorrell-nikes-fat-jogger-vows-get-thin-142543|magazine=AdWeek|access-date=April 12, 2016}}</ref>