So what's happened this week that just can't go by without a mention? From legendary Subway partnerships to the NRL delving into 360 video, it's all here folks.
1. Hyper-connected Aussies
This week in the world of wonderful numbers, media solutions agency Signal reminded us how much we LOVE our digital devices. This is an increasingly serious, committed relationship for consumers and marketers alike.
- Aussies spend 163 minutes on average daily on the internet, and at a close second 157 minutes watching TV
- Majority of internet time is now spent on smart phones – 45% - and tablets – 18%
- From 2014 to 2015, share of retail e-commerce transactions on mobile increased to 49%
- Australian marketers lead the way in digital ad spend per internet user globally ($271); second was UK ($262); third place went to US ($225)
- Digital ad spend in Australia stood at $5.9 billion in 2015 – that is more than 40% of total ad media spend in the country
2. Subway surprises fans, in a good way
Subway went the full footlong (sorry had to) with their Liverpool FC campaign. To support the brands partnership with the club, Subway developed the ‘Late For Training’ stunt, taking four lucky visitors to the Liverpool FC store on a mystery tour of the city that included a ride from Liverpool FC legend John Barnes and culminated in a behind-the-scenes training session with striker Daniel Sturridge.
This was one in a string of content-driven activations for the Subway, Liverpool partnership – check out the vid here!
3. Is this the biggest sponsorship portfolio in the world?
Manchester United is building up quite the tally, and covering all categories, in their sponsorship registry. After last week’s announcement of the Yanmar partnership, including the now infamous branded tractor, Man United has signed Gulf Oil International as their ‘official global lubricant oil and fuel retail partner’. The deal is the first of it’s kind for a Premier League clubs, and adds another notch to the drawstring of the global brand.
4. Sharks take another bite
Talk about snapping up! Along with new naming rights sponsor for Shark Park, Southern Cross Group Services, and an alliance with CrownBet in developing weekly podcast SharkCastTV, the Cronulla Sharks also announced this week a new kind of partnership.
Meet Lakeba Group. The ‘innovation accelerators’ are helping the NRL team utilise their unique asset of owning their own stadium by:
- Developing a digitally-driven boutique stadium, that is an experience in itself for fans
- Creating new technologies developed for the club that can be sold as assets
- Develop a unique series of activations based around new technologies such as virtual reality and 360 video to go behind the scenes and connect with younger audiences
The team is currently a fish out of water in this market venture, but it’s a bold move for an Aussie club that the landscape needed.
5. Copy cat: Instagram goes algorithmic
Instagram announced its plans to switch from posts in chronological order to a personalised algorithm based feed, much like its parent company, Facebook. Cue mass social media hysteria.
Twitter has also recently experimented with an algorithmic timeline, showing the tweets users might be interested in first, before allowing them to scroll chronologically as normal.