Battle of AFL Grand Finals’ Fan Support Campaigns
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
Please login with linkedin to comment
American Apparel Clemenger BBDO Sydney The Bastion Group Workplace cultureLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.