How can you execute ambush marketing with ease on X?
This October, Dillon Danis is highly anticipated to be competing against Logan Paul in the KSI vs Tommy Fury co-main event.
Conor McGregor’s former training partner, Dillon, has certainly been making a lot of noise on X with some ambush marketing tactics. The theme is him making remarks to Logan’s spouse through multiple posts. Despite it being unlawful, it is captivating much engagement across his channels and one of the twists and turns of the combat sports industry is that controversial antics generate more interest than authenticity when it comes to entertainment value.
Typically, away from the controversy, ambush marketing is an effective method to enhance brand equity, cost efficiency and awareness as a small brand. Therefore, as a creator or brand representative, consider it.
What can combat sports content learn from football?
There are many brilliant things about TikTok, such as the easy format to work with interpreting analytics and editing content. Plus, there’s lots of content from other industries that can benefit combat sports athletes, gyms or fan led accounts.
Earlier this week, I spotted the above through my feed. Very simple and engaging format of Aston Villa FC players sharing what some of their favourite songs are to listen to ahead of training. The results were outstanding from an analytical perspective. Just under 1m likes, 9m views and just below 50k saves.
As a combat sports athlete, trainer, gym member or similar, you can easily repurpose the theme of this by doing similar. Such as
- Sharing playlists that you listen to during your training camps
- The favourite songs saved on your athlete’s playlists
- Synchronised dances/fighting drills to your favourite hits
As a marketer, I’ve learnt that TikTok is a highly sensitive platform towards cultural trends. Therefore, regardless of your industry, optimise them like that.
What’s the point of acknowledging your audience as a brand?
87k likes and 527 comments. That’s exactly the results you could look at by including user-generated content (UGC) within your social media strategy. There are plenty of positives that UGC provides you from a brand perspective, such as
- Encouraging your audience to create more content orientated around you results in increased impressions and engagement.
- You’ll be on your way to building an engaged community of super fans where you can potentially open up monetisable opportunities you can capitalise on with a growth in interest.
- It saves time and resources. Less time creating the content for your channels alongside the thought process behind it.
How can YOU apply this to your own brand? Utilise hashtags to generate a competition-led element to encourage your audience to think creatively. Plus, make the messaging clear that your community will be rewarded through acknowledgement via your channel.
Now, get creative!
What are the benefits of being your own self-promoter?
Israel Adesanya, the current middleweight champion, will defend his championship against Sean Strickland soon. To promote himself and the miraculous occasion, he has hosted his own interview through his YouTube channel, talking about his thoughts, feelings and emotions about the occasion, alongside other developments throughout the promotion.
Despite Israel receiving plenty of leverage through the UFC himself, he’s digging his teeth deep into his own marketing activity through YouTube in particular. The benefit of being your own self-promoter is it helps increases your own marketability, allows you to gain additional sponsorship/monetisation opportunities that you won’t have to share with other parties. Plus, combat sports promotions tend to appreciate putting bums on seats, for that reason, having a strong set of marketing assets is the gateway towards making that happen.
Now that’s it from me, do let me know if I’ve missed out anything!
