Suncorp reaps rewards of State of Origin association

Nicola Riches
By Nicola Riches | 9 July 2015

Suncorp has come out on top of a list of brands which resonated the most with State of Origin viewers.

Amobee's Brand Intelligence hub has issued detailed research this morning measuring digital content consumption across 600,000 sites, including mobile and social media, to learn how brands were rallying around the games and to gain an understanding of how people were reacting online.

This includes what was seen, read and watched across the internet – not just what was “said” on social media.

The top five brands which received most attention last night in order were: Suncorp; ANZ; Telstra; AAMI and Holden.

The brands all share the fact they have either stadium or league naming rights, demonstrating the value and impact of such title sponsorships.

Suncorp is obviously the naming partner for the stadium in which the third game was played. Telstra benefits from owning the title sponsorship of the NRL, while ANZ is the name of the stadium where game one was played. Despite no State of Origin match played at the AAMI Park in Melbourne, the brand still experienced a spike in consumption during the games, specifically around AAMI Park, which is home to the Melbourne Storm. Holden, finally, is the title sponsor for the series.

The remaining five brands associated with State of Origin a Top 10 list compiled by Amobee were Castlemaine XXXX; GIO; NIB; Victoria Bitter and Destination NSW.

Liam Walsh, managing director ANZ for Amobee told AdNews: “Brands need to be able to understand the real time opportunities in order to effectively engage with consumers during big events like the State of Origin. Once they are able to identify content, sentiment and trends that their target audience are most interested in around a particular event, they can then leverage these insights in real time to activate media and subsequently deliver powerful results.”

Email Nicola at nicolariches@yaffa.com.au.

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