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How marketers tap into origin fever

I must admit I am not really that into football. When living in the US I would only watch the Superbowl just to see the Superbowl ads. So when it comes to State of Origin the equivalent is seeing how certain brands play off the rivalry between QLD and NSW and that’s the stuff I like to see.

Now obviously it will depend on the nature of your organisation and your target market but I am constantly surprised at the innovative ways brands can leverage these huge sporting events like origin. Here are some of my favourites.

Put your competitiveness to good use

Being an animal lover I think it’s great how RSPCA have used the QLD / NSW rivalry to help reach their goals. Their annual State of Adoption campaign aims to rehome as many animals as possible from the start of the first State of Origin game to the end of the last. Let’s hope QLD are more successful in the 2014 state of adoption than they were in Wednesday night’s game!  In 2013, RSPCA Queensland led New South Wales by 1822 to 1444 in the adoption tally.

State of Adoption - RSPCA

The Pizza Wars

What goes better with football than pizza! So it comes as no surprise that these guys play heavily into the hype around Origin series.

Pizza Capers promoted taking the Inferno challenge for State of Origin in their latest email newsletter. This was not a huge connection to the rivalry of Origin but was just enough to make sure you remember the big game and order your pizza.

Pizza Capers

Domino’s went a little harder playing off the QLD / NSW rivalry by running a competition to build the best pizza that represents NSW or QLD. What makes a pizza more QLD? Is it just whacking on some pineapple? I’m here to ask the big questions.


Show your true colours

Then there are brands showing their true colours and it’s as simple as that.

Queensland coffee brand Merlo changed up its colours to reflect the Queensland maroon this week.

Then there is the Queensland Police Service. I am a big fan of the work they have done on social media and I always notice every year they change their profile badge to be maroon.

Queensland Police

Here is an example of an email I received from the Surf Club restaurant. They extended the use of the colour maroon for the background of their email. Certainly going to capture the attention of any true blooded Queenslander!

Surf Club South Bank

Make sure you look the part

Best & Less sent me this email earlier in the week reminding me that I need to look the part and ‘barrack in style’. This is an obvious fit for their brand but they have extended the promo by offering readers the chance to win a once in a lifetime State of Origin experience.  

Best & Less

So there you have it, some great examples of how you can tap into Origin fever in your own campaigns.

Have you seen any great examples of brands using origin fever in their promotions and in particular their email newsletters? Share your insights in the comments below.

Posted by:
Belinda Walsh
Marketing Manager

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