Edge and Optus unite to give State of Origin fans a voice

Edge and Optus unite to give State of Origin fans a voice
SHARE
THIS



Optus gave Blues and Maroons supporters a megaphone for their lounge-chair commentary during Game II of the State of Origin this week thanks to content marketing agency Edge and production and content partner Kontented.

The ‘YES Origin’ concept, a real-time marketing campaign on behalf of Optus, was built upon a simple premise – for fans to voice their thoughts on the game by having their tweets broadcast on giant banners displayed by the crowd. Images and video were captured of the unfolding action and fed back into social channels, prompting users to speculate on what exactly was going on at the game.

The catch was that the entire stunt was staged at the nearby empty Olympic Hockey Centre and made to look like it was happening among the throng of 84,000 State of Origin fans.

https://www.youtube.com/watch?v=x1Vz0x8luls

Engagement was bolstered by the introduction of random crowd fun – beer cup snakes, a streaker and participation by policemen – helping prompt a series of ‘Are you for real?’ reactions among social media users.

Edge Executive Creative Director Matt Sterne said it was an opportunistic content idea that required them to think outside the stadium to pull it off.

“We made it look like what was going on in social media was actually occurring at the game, when really it was right next door in an empty stadium,” he said. “The beauty of the idea was that we weren’t even there.”

The bespoke campaign was designed as a way to ‘hijack’ last night’s game and celebrate the Optus motto Yes!. By giving fans a voice beyond the Twittersphere and right into the game in real time, Optus provided fans – and a global audience – with a unique voice.

Optus Content Marketing Manager, Rebecca Johnston, said the campaign cleverly brought the Optus motto of Yes! to life.

“The essence of Yes! is giving people that ‘yes moment’, such as when your team score an amazing try, and helping them to feel inspired in all they do,” she said. “The ‘YES Origin’ concept was the perfect opportunity for Optus to give a voice to its customers and fans of the game. It was also a chance for us to have fun and at Optus, we believe in having fun with our customers.”

Edge Group Account Director Andie Tickner said the project had been a collaborative approach from the start.

“The partnership between Edge, Optus and Kontented enabled us to turn a good idea into a great idea,” she said. “We brought the passion and commentary into a live, real time environment – the fans loved it and so did we!”

Last month, Edge announced a move into branded entertainment, offering clients the opportunity to build relationships with customers through entertaining content.

Edge Head of Strategy Richard Parker the work embodied a natural development for the agency.

“Edge is building on its content specialism and strong social media credentials to move into real time: delivering content that is contextual, specific and relevant and amplifying it with targeted and agile paid media,” he said.

Credits: Agency: Edge Exec Creative Director – Matt Sterne Group Account Director – Andie Tickner Head of Strategy – Richard Parker Art Director – Chris Stewart Digital Editor- Fiona Shield Digital Editor- Paul Rodger Account Director – Amanda Ashbrook Content producer – Jason Albury Production & Content: Executive Producer & Managing Director – Kate Edwards Producer – Candace Wise Production Co-ordinator – Hannah Farrell DOP – Brycen Horne Sound – Rhys Loaney 2nd Camera – Rory Carmody Post-Production – Kontented Head of Post-Production – Doug Suiter Client: Optus Content Marketing Manager – Rebecca Johnston Associate Director of Social Media & Content Marketing – Nigel Lopez-McBean

Please login with linkedin to comment

Latest News

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Carat Snares Media For Event Hospitality And Entertainment
  • Media

Carat Snares Media For Event Hospitality And Entertainment

Carat has won the media strategy, planning and buying responsibilities for Event Hospitality and Entertainment, the group behind popular hotel, entertainment and leisure experiences including QT Hotels, Rydges Hotels & Resorts, Event Cinemas, Moonlight Cinemas and Thredbo.

Top Tips To Build Millennial Brand Advocates
  • Opinion

Top Tips To Build Millennial Brand Advocates

In this guest post, Zach Hotchkiss (pictured below), country manager at CX management agency Medallia, offers his tips to snare, keep and then turn Gen Ys into your brand’s advocates…  It seems not a day goes by without an article about the brands and industries Millennials are killing off. From retail to transport to banks, the sectors that these […]

Opinion

by B&T Magazine

B&T Magazine
Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine