Having spent the past (almost) four days working as event staff on the hallowed MCG turf* I had a lot of time to ponder, including:
A. Just how much better the Australian Cricket Team has become in a short time compared to the English; and
B. What Brands are using Cricket as a Marketing Communications vehicle.
The “G” offers significant static and dynamic signage opportunities for sponsors and supporters of Cricket Australia including two new state of the art LED high-definition scoreboards, the largest in Australia. No doubt those sponsors and supporters would have been pleased that a total of 271,865 fans attended, the fourth highest ever for a MCG Ashes Test on the back of a world record opening day crowd of 91,092.
That’s 543,730 eyeballs and that doesn’t include the massive TV or online audiences** – Cricket Australia were actively promoting their new mobile app below the sight screens.
What surprises me, given that I actively encourage small to medium size businesses to promote their online and social media presence offline, is that very few corporate sponsor signs at the Boxing Day Test included any reference to .com, Facebook or Twitter.
The only signage of any significance displaying their website address was bet365.com.au, who sponsored the boundary rope – but “sheesh” you’d expect that from the world’s biggest online sports betting company! I only noticed two corporate boxes, hfccorporatehospitality.com.au and competing sports betting mob sportsbet.com.au, also promoting web details.
Presumably brand managers from the likes of Toyota, Victoria Bitter, dodo electricity, CAN, Mattador BBQs (at Bunnings apparently), OPSM, Asics, Ryobi, Weetbix and Gatorade don’t need, or want to promote online details to the fans in this way?
Probably the best promotion of online details was by the Milo cricket kids who ran around at the intervals with milocricket.com.au on their green and gold shirts, whilst their coaches were sporting shirts with playcricket.com.au.
Both Melbourne based Big Bash League franchise teams, the Stars and the Renegades caught my eye as promoting their Facebook, Instagram and Twitter account details.
Facebook photos of the KFC #bucketheads were shown up on the big screen, which was a different way to display and engage with fans. Perhaps something that Cricket Australia should consider with their “Know When To Declare” GO AUSSIES green and gold hat wigs that looked great, but I doubt got the intended message across (Boxing Day is notorious for people not declaring before they get absolutely pissed!)
The only other @ symbol I noticed was in front of @harmonycricket so well done Cricket Victoria on offering up Twitter as a way to promote cricket as “a game for everyone” and this newish brand.
The overall winner*** in my eyes of best use of signage to engage with fans was Bupa and its Fanpic campaign, which used the big screens to ask people to tag themselves into a Boxing Day crowd photo. Only minor issue was having to wait until the next day to do so, which I would guess reduces the likelihood**** of people doing so?
Did you attend the Boxing Day Test? Given I was based on the Arena throughout, I would be really interested to know if any advertising signage or activity based marketing in or outside the MCG stood out for you?
Oh and #GoAussies #5nil!
*I am the current MCG Arena Mayor on Foursquare!
**Nor do figures include event staff such as myself.
***Special mention to the bloke in the aisle near me from gippslandsolar.com.au who used his iPhone to film the players as they came out to bat with his brochure and website details in hand – I’m going to keep an eye on your Facebook page!
****Although not me! Good to be able to prove to the grandkids (one day) that I was there for the world record attendance and during an Ashes Test when we belted the English!