Ambush Marketing of Food Brands at Paris Fashion Week 2022 and User Responses on Instagram
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Abstract
Paris Fashion Week became a viral topic in March 2022, many local brands inform themeselves during the event. Geprek Bensu was one of the food brands that participated and carried out campaign on Instagram. However, it was later revealed Geprek Bensu wasn't officially registered as a participant. This sparked controversy on social media, as the brand was accused of engaging in ambush marketing, a strategy where companies exploit the hype of an event without proper authorization. This research analyzes Geprek Bensu's Instagram content to identify the characteristics of ambush marketing employed and examine user responses with quantitative approach by analyzing 30 Instagram posts by Geprek Bensu. The findings revealed that Geprek Bensu used three types of ambush marketing (direct, indirect, and incidental). User responses were predominantly negative, expressed a criticism and disappointment toward the deceit. Nonetheless, Geprek Bensu succeeded in gaining attention, as the ambush strategy drove users to visit their Instagram and made them viral.
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