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B&T > Marketing > Edge and Optus unite to give State of Origin fans a voice
Marketing

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

Fergus Stoddart
Published on: 20th June 2014 at 2:58 PM
Fergus Stoddart
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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

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By Fergus Stoddart
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Are you looking for a better way to capture and nurture new customers while at the same time build the loyalty of your existing clientele? If you’re a CMO, Marketing Director or Marketing Manager, consider this: Storytelling is a powerful medium to engage and captivate an audience and communicate your brand message. By combining stories and great ideas you can create an effective recipe to bring people closer to your brand. I am one of Managing Partners at Edge, the leading digital and content marketing agency in Australia. Edge is constantly challenging the traditional advertising model to produce award winning strategies for our clients and creating a unique blend of digital and content experiences to engage people with brands. My motto is: “If you are not changing faster than the world around you, you are going backwards and it’s time to close the doors!” After 10 years at the heart of this industry, first in custom publishing and now content marketing, I'm fascinated by the change it is going through. My passion lies in the commercials behind each project: how Edge can drive a profitable return for its clients and leverage the owned media it creates via sponsorship and partnerships. I am also the co-author of ADMA’s Content Marketing White Paper and my views on content marketing have been extensively published in media such as B&T, BRW, AdNews and Mumbrella. I am also an in demand presenter on content marketing and have presented for numerous conferences and business forums such as Ad:tech Sydney, Online Retailer Conference, B&T Mad Week and CMO Summit. Edge creates effective content strategies for the likes of Westpac, Woolworths, Volkswagen and Australia Post that drive customer engagement, loyalty and ultimately increased revenue. Specialties: Social Media, Content Marketing, Media, Custom Publishing, Advertising Sales, Digital Content & Video.

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