Much of the work below was done my me and my teams while working in various organisations in sport and the media. Halfback can do all of this for you, using many of the same hand-picked contractors and freelancers! (Yep, all agencies use them - it keeps costs down and capability up!).
PROMO VIDEO: PPQ 'decade of doMINance'
The client had an existing player partnership (Cameron Smith) and product to promote (Decade of Dominance personalised number plates). They wanted to promote a competition to give away a set of plates during State of Origin 2017.
- The player has very limited availability.
- The player had existing car brand partner.
- The client had an ambitious competition entry target.
- They wanted the content to be shareable to earn free social reach.
By using the "neighbour over the fence" dynamic and rugby league-focused in-jokes, we gained great traction with the target market - Origin fans. We included the player's car brand to avoid a conflict, and integrated graphics from the competition landing page in the video.
The client hit its ambitious acquisition target - a new record for their annual Origin campaign.
SOCIAL CONTENT management: MR HENDERSON BAR
Staff at small Brisbane bar Mr Henderson were too busy to feed their social media - they needed a content shoot and consistent social management to drip-feed it out.
- Budget was low.
- Venue wasn't available for multiple shoots.
- Content couldn't look to "samey".
We chose a busy (but not too busy!) night, and did a 90-minute content shoot. The content was a mix of a variety of subjects and styles, and was then post-processed and fed out through two channels (FB and IG) over the following month. $250 for shoot, $190 per week for social management.
Engagement and reach on the social channels are up 500%+ and, anecdotally, footfall in the venue is noticeably stronger.
sponsored social series: 'raise your xxxx' campaign
A reactive branded content campaign (12 posts) on XXXX Maroons social media during State of Origin to match XXXX key campaign message with timely in-game content.
- The ability to turn around in-game content within 2 minutes.
- Avoid overt branding that makes it non-shareable.
- Access to timely in-game pics.
- CBA and rights framework.
We pre-build graphic templates and photo treatments. We also had to manage partner expectations that they have to trust the content team and release control. We ensured there were at least four players in all content to avoid paying players directly.
Each post averaged more than 250k reach on Maroons Facebook. That's a total reach of over 2m for eight posts. Not bad for branded content.
integrated video: 'Canterbury jersey launch video' 2016
Let's not just do the usual photo shoot and press release that go nowhere on social. Let’s do a video with a story – a more engaging way to launch the 2017 jersey for Canterbury just before Christmas 2016.
- Canterbury had a tiny budget.
- Other jersey sponsors felt they had “already paid” despite offer of a bespoke version of
- the content.
- Player talent en masse is expensive.
We added paid integrations with new partners into the video to bankroll it. Major partners get a ton of earned media, new partners get a loose association with the XXXX Maroons for a much lower spend, and jersey partners get a version of the cut for their channels.
More than 500k video views on Maroons social channels
Bespoke content for partners to promo their sponsorship (add those video views)
View-to-completion rate of almost 90%. For a 5-min+ video!
event video: 'maroon festival wrap video' 2017
The QRL is establishing a major new event asset that it will grow, and is approaching major partners to fund it. The QRL needs the capability and control to produce a bespoke new asset brand to specific requirements.
- Agencies that don't understand sport can’t understand the game or a sub-brand well enough to produce video promo assets cost-effectively.
- Partners won’t fund the new event without knowing that digital promotional assets will be on-brand and readily available.
•Video promo sizzle reel and wrap video (above) is produced in-house at very little hard cost. This allows the creation of sponsorship packages that includes a suite of co-branded digital promo assets, securing major partner funding.
Technically, no direct digital revenue is earned, but the organisation earns large indirect revenue and other future benefits.
EVENT CONTENT: 2017 STATE OF ORIGIN LAUNCH
Each year the QRL launches its Holden State of Origin Series by inviting VIPs, sponsors, support staff and friends of the game to a gala event to meet the newly named Queensland Maroons team.
- Outsourcing this content production results in a loss of close control of the content messaging, design, emphasis and timing, as well as tailoring the show's structure to what vision we know is available for walk-ups and highlights videos.
- The multi-pronged conversations between client, external video production agency, design agency and staging company is inefficient and expensive, and leads to sub-standard results.
- This inefficiency and our fixed budget meant that we would have had to compromise on either quality of content or amount of content produced.
- Graphics, sizzle reels and walk-up videos were produced in-house by the same integrated team (video, design, event management, football), which then worked closely with a dedicated staging company to deliver the resulting show with one consistent vision.
Costs were capped and a better-quality spectacle was achieved, which had a flow-on effect to current and potential partners - instilling confidence to purchase further production work.
STATS GRAPHIC series: ORIGIN HEAD 2 HEAD
In 2016 UBET wanted to showcase the greatest rivalry in rugby league and promote a new betting product during Holden State of Origin. The campaign focused on the rivalry between specific XXXX Qld Maroons and NSW VB Blues players in line with their player-specific Head 2 Head product. We worked with the client to agree on the key positional match-ups of the series, then gathered imagery and stats stats for a series of 12 large graphics.
- The rugby league CBA prevented attaching a commercial brand to any in-game player imagery featuring less than four players without paying the players involved. There could be no implication that the player was specifically sponsored by the brand involved.
- Paying all 24 players for a commercial placement would have made the campaign commercially unviable.
- The Head 2 Head graphics were produced without the UBET logo, but were displayed on a landing page surrounded with separate UBET banners. The banners were close to the graphics but distinctly separate, and linked to the UBET betting product.
- The graphics could be used freely on social media with the promotional hashtag and link to drive traffic to the landing page.
The campaign was produced cost-effectively and both boosted awareness of the new product and drove click-throughs to the client's site. The client was given a guaranteed total reach for the social posts, and any organic shortfall was made up for with boosting.