ambush marketing
n.— «This is “ambush marketing,” or piggybacking an event without paying for the official right to do so.» —“A Game by Any Other Name Sells as Sweet” by Paul Farhi Washington Post Jan. 30, 2006. (source: Double-Tongued Dictionary)
Further reading
John in Omaha, Nebraska, wonders about a phrase that encourages someone to attend an event or risk being left out or feeling uncool: be there or be square. Don’t fall for the fake etymology about people wearing boxes on their heads! Ditto for...
The Kong in the name of the 1933 movie King Kong, probably alludes to the Congo in Africa, the home of gorillas. Previous movies used a form of that name as well; Kongorilla, for example. In the 1950s, the English name of the Japanese movie monster...