The
real winners in RWC2015?
This very
comprehensive article from Jamie Macken of Livewire (part of Core Media) in
last Sunday’s Independent is well worth a read.
It looks at the success of RWC2015 from a number of perspective - media viewership,
widening appeal of rugby, online trends and sponsor impact. It’s particularly interesting to see how
brands like Three – who were prohibited from associating with RWC due to
tournament rights restrictions – got around that.
Few highlights
– RWC2015 was a huge success for TV3 - over 60% of the available TV audience
tuned in to watch each of Ireland’s matches and this excludes catch up watching
on the TV3 Player. Viewing peaking at
1.4m watching Ireland beat France. The article also tells us that Facebook now
far exceeds YouTube as a platform for video content – facilitated by the
former’s introduction of video auto play.
From a sponsor
point of view - 83% of people associated Heineken as a sponsor of RWC – good
news seeing as it’s estimated they spent €27m to become a sponsor and then
invested heavily in supporting the sponsorship locally. 39% of people acknowledge Aer Lingus as
having a positive impact on the tournament – the most of any IRFU sponsor.
http://www.independent.ie/business/irish/running-the-rule-over-the-rugby-world-cup-34158713.html (photo courtesy of irishrugby.ie)
Online
Shopping Behaviour
AOL recently
revealed a segmentation of online shopping behaviour – thanks to Colm Carey of
The Research Centre for this info:
Deal
browsing - where
the person’s aim is to find the best price for an item they know they want;
Problem
and solution browsing
- as in looking to replace a dead laptop;
Boredom
browsing - just
passing time because someone is bored at work or trying to avoid tackling an
assignment;
Dopamine
browsing -
looking at things that the person would love to have;
Me
browsing - when
it’s just about fun and entertainment;
Rabbit
hole browsing -
when a person ends up on a site but can’t remember how or why they got there!
Expertise
browsing - where
the aim is to find things that will make the person look like an expert when sharing
with friends.
Boredom,
Dopamine and Me Time browsing are driven purely by emotional needs and
represent about half of all online browsing to shop moments. AOL emphasise that marketers should be aware
that much of online browsing is emotion based.
How
big brands succeed on Instagram
This article
from PR Daily shares 5 tips gleaned from a study of Interbrand’s Top 100 Brands
and their activity on Instagram. Those
tips are: Be Active – Nike with its 7m+ followers posts at least once a day;
Keep it Short – no longer than a tweet; Share e.g. tag another Instagram user;
Use # but don’t overuse and Tag your Location!
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