Sportsbet Wins Hashtag Hijacking During State Of Origin
Despite the absolute flogging that was State Of Origin last night, with QLD smashing NSW by 52 points, massive sporting events give brands the opportunity to inject themselves into the conversation.
Liam Walsh, managing director (Australia & New Zealand) for Amobee, told B&T: “Brand activation around sporting events is by and large a valuable campaign move that enables brands to amplify both online and offline presence where it matters to their target audience.
“Ultimately, brands can instantly discover content, sentiment, and trends that their target audience is interested in, and activate media leveraging these insights in real time to deliver powerful results.”
Newsjacking is a new method that brands are using to reach their target audience. Brands newsjack conversations when they harness news events or hot button issues for marketing and publicity purposes. It’s a fun way to inject a brand’s message into ongoing conversations to boost visibility and costumer engagement.
“Newsjacking has definitely evolved to become much more simple for brands, as the ability to participate in a conversation is no longer restricted to traditional media engagement. While previously, brands would have had to compete with their counterparts to comment on the topic of the moment, today they can simply share their comments via social media. This provides an immediate impact and instant connection between brands and key audiences,” Walsh said.
Sportsbet was the newsjacking winner last night with an extensive Twitter campaign, its Twitter page was filled with jokes about the game. So despite not being a State of Origin sponsor, Sportsbet was constantly in the conversation:
No DCE in the Maroons side tonight, but they did save him a spot on the bus… #Origin pic.twitter.com/0xh4v4Cgsv
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
And, in a shock twist, Klemmer is actually Corey Parker’s long-lost brother #Origin pic.twitter.com/yjIJfdoebr
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
Hang on, is Dugan getting a tat done pre-match? #Origin pic.twitter.com/m3MPT8ynfk
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
Unleash the Klemmer! #Origin https://t.co/zoUhLcCcGG
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
Gagai in the corner in a perfectly executed trained play… #Origin
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
And we bet Dane Gagai thought nothing could top that dolphin experience… #Origin pic.twitter.com/t4ifCpXjQA
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
Klemmer is on…will he be QLD’s reckoning? pic.twitter.com/1XUy3uGIRC
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
Half-time at Suncorp, and its been all Maroon so far… #Origin pic.twitter.com/x6x89f7D2J
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
Look, we’re not saying Blues coach Laurie Daley has given up but… #Origin #Ashes pic.twitter.com/LjDA7ICkJk
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
And that’s the half century, raise the bat boys! #Origin pic.twitter.com/dd9Rt4mxlT
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
Corey Parker player of the series, great stuff. Here’s hoping he and Klemmmer can now kiss and make up… #Originpic.twitter.com/MsvDFekZRE
— Sportsbet.com.au (@sportsbetcomau) July 8, 2015
What do you think about newsjacking? Does it annoy the hell out of you? Tweet us @bandt
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