Battle of AFL Grand Finals’ Fan Support Campaigns

Battle of AFL Grand Finals’ Fan Support Campaigns
SHARE
THIS



All eyes will be on Melbourne this Saturday as the Sydney Swans takes on the Hawthorn Hawks in the 2014 AFL grand final. But what else will have your attention this weekend as temperatures heat up in the advertising and marketing stakes? Writes Matt Sterne, ECD at Edge.

In the lead up to the all important last weekend in September, brands have been battling it out on our TV screens and online for consumers’ attention.

Predictably, the AFL has rolled out its finals season campaigns in an effort to promote the drama of the game, sell tickets, corporate packages and ad space.

It’s Don’t go Quietly campaign certainly has most of our attention encouraging fans to share their voice and scream loud during the finals. They’ve also built a Facebook app, allowing fans to paint their face with their teams’ colours virtually and then insert their profile image into a photo with their favourite player. The AFL has then used these images in projections at the MCG and ANZ Stadiums in the lead up to the grand final – a nice use of customer engagement.

In addition, the AFL has announced it will be introducing Snapchat to its #AFLFinals campaign and has called on fans to add the league to their list of snappers ahead of Saturday’s game. Believe it or not, Snapchat offers great potential for brands – and with the likes of McDonalds, HBO and GE rushing to introduce Snapchat to their content marketing strategies, it is great to see Australian brands prepared to test drive this powerful marketing medium.

In other finals footy fever news, NAB really upped the stakes in the ad battles with its Footify Fansplant campaign  in which the ‘Big-4 bank’ drop kicked five Fansplantees (international sports fans with little knowledge of AFL – or even Australia – from Sweden, Spain, India, Japan and USA) into “footy mad Aussie households” and forced them to learn the ins and outs of the game in an effort to become “truly Footified”.

In addition to filming these five foreigners on their Footified journey, NAB asked customers to decide which of the Fansplantees is the most Footified. If you nominate the Fansplantee with the most votes, you have a chance to win a trip to their home country and $5,000 spending money on a NAB Traveller Card.

Combine this with NAB’s Footify Glossary, the opportunity to Footify a Friend and a short quiz to identify what team you are (based on your love of tattoos, clothing preference and hair-styling) NAB is sure on to a winning marketing campaign which is highly entertaining and engaged.

And AFL wouldn’t be the same without the great Australian pie getting some air time. Good old Four’N Twenty – the iconic food brand synonymous with sport – jumped on the AFL content marketing bandwagon with its Player of the Round campaign. After each round fans have been able to vote on Facebook, Twitter and Instagram for the player they think deserves the best player nomination using the hashtag #AFLPOTR. This hotly contested topic is a simple and effective means for prompting consumers to engage with the brand and share their views, and reminds consumers just how closely linked “The Great Australian Taste” is linked to Australia’s game.

There is no doubt 2014 has seen brands push the boundaries more than ever before when it comes to content marketing, and I look forward to game day to see how far brands are willing to truly push the boundaries when it comes to real time marketing.

Grand final day also wouldn’t be the same without the launch of a Carlton Draft beer campaign – what are you delivering to us this year boys? Hopefully something interesting.

Enjoy your grand final footy… #AFLGF #goswans

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]