aidansinclair01

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Semester 2 - Weekly Market Analysis #11

Week 12 

https://www.fremantlefc.com.au/news/689435/take-part-in-the-freo-footy-quiz-week-6

The Freo Footy Quiz is something that the Fremantle Football Club have implemented in season 2020. The Dockers have it set up on their website underneath the “competitions” tab and is a great way to keep fans involved with the club during trying times of COVID-19. 

The footy quiz involved 6 weeks worth of content involving a 10 question quiz for each week. Fremantle fans are able to put their knowledge to the test and compare results with other Dockers fans. The quiz may also bring up some nostalgic moments that may have been lost in history and digging these up can help bring about discussion between fans across social media accounts such as the official Fremantle Instagram and Twitter pages as well as the fan groups of Facebook.

The fact that these are weekly, means that the fans will keep coming back to complete the quiz for a bit of fun. Staggered scheduling for the release of the quiz would have dropped the engagement as fans would not know when the next quiz would be released. 

At the conclusion of the quiz there is a pop up section that allows you to enter your details to get news sent to your email regarding the Fremantle Football Club. Just below this is quick links that allow you to send the Freo Footy Quiz on Facebook, Twitter or through email to any of your friends who you wish to challenge your knowledge against. 

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Semester 2 - Weekly Market Analysis #10

Week 11

https://www.famouscampaigns.com/2019/06/nike-release-empowering-ad-ahead-of-womens-world-cup/

https://twitter.com/nikefootball/status/1134758264762195973?lang=en

In June of last year (2019), Nike released an empowering ad/campaign in the lead up to the Women’s World Cup. The Women’s World Cup was held in France mid way through last year and Nike didn’t fail in delivery an inspiring video.

The video was seen on Nike’s twitter account with the caption “Don’t change your dream. Change the world”, obviously referring to the world cup. The video last for 3 minutes and displays many elite female footballers including Andressa Alves, Lieke Martins, Amandine Henry, Fran Kirby and Australia’s very own Sam Kerr.

The video also depicts a few male footballers too including Neymar Jr, Gerard Pique and Phillipe Coutinho.

The video is a great way to inspire footballers, particularly females to get behind the women in the world cup and really support from wherever you are across the globe. This is the beauty of having Nike promote something like this and Nike are such a world recognised brand that people will engage with their content from many different countries around the world.

The fact that the video demonstrates a female manager, managing a world class side like Barcelona also adds to the empowerment of the campaign, showing women that anything is possible in the sporting industry and there’s plenty that hasn’t been done yet, that will be conquered in the not too distant future.

Relating to the week 11 content, social media and traditional media, this campaign demonstrates the impact of video content on a mass audience. Through traditional media, back when social media wasn’t relevant, it would have been extremely difficult for traditional media outlets to promote something as huge as the women’s world cup especially from an emotional standpoint. Through the video, it is visually appealing and the music adds to this at it is empowering music that makes people want to get up and get involved with the campaign. Traditional media lacked the sharing aspect that social media has so it would’ve taken a lot longer for traditional media to spread campaigns and therefore would not have gained nearly as much engagement and interest that Nike got through their Twitter post.

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Semester 2 - Weekly Market Analysis #9

Week 10

https://www.famouscampaigns.com/2020/06/just-dont-do-it-nike-launch-anti-racism-ad-post-george-floyds-death/

In late May of this year, Nike released a campaign that addressed the very relevant issue surrounding racism in America, particularly following the tragic death of George Floyd.

The very opening line of the ad says “For once, don’t do it”, which is a clever twist on their usual slogan of “Just do it”. This new slogan was obviously referring to combatting racism and the clever twist from the original, world renowned slogan, was what a lot of viewers would catch on to. 

The campaign video is very simple, being just white text on a black background. But this simplicity is what makes the campaign effective as there are no images or video to take away from the words on the screen. There is no underlying message with this campaign, it is plain and simple, allowing for the message to be conveyed directly and explicitly without making the viewers think too much.

The empowering piano music played as a backing track to the video assists in it’s emotional aspect. Music is a great way to evoke emotions from a viewership and that is what has been utilised in this case. Piano is generally quite a sadder tone which makes the audience feel something.

In relation to the content learnt in week 10, social media for athletes, this campaign allowed a number of athletes to post and share the content, meaning it would have continued to grow it’s audience and therefore expanded it’s awareness reach. Nike, being such a powerhouse company, usually use their popularity for good causes like this one for example.

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Semester 2 - Weekly Market Analysis #8

Week 9

https://www.famouscampaigns.com/2020/06/german-football-fans-fill-the-stadium-with-cardboard-cutouts/

https://twitter.com/borussia_en/status/1251150095052967943?lang=en

On May 30th, Borussia Monchengladbach hosted Bayer Leverkusen in the German soccer league, the Bundesliga. 

Due to COVID restrictions at the time, no spectators were allowed to view the game the the venue and so therefore the Monchengladbach fans were asked to provide pictures of themselves that could be used as cardboard cutouts in the stands to support their side, despite them not being able to go the game. 

They managed to gather a whopping 13,000 cutouts to fill their home stadium. The campaign was titled ‘Stay at home, be in the stands’.

Fans paid a total of 19 euros to have their picture on a cardboard cutout. The campaign organisers were overwhelmed with the amount of entries and support that they received and almost struggled to get it all prepared in time for the clash. 

The campaign was posted across the Monchengladbach socials, namely Twitter and Facebook to promote it and gather attention so that fans could get their chance to be apart of the action, so to speak, as they watched the game from the safety of their homes. As COVID-19 took the world by storm, it was important for sporting teams around the globe to stay connected with their fans. This might not seem like much, but the effort that the organisers went to to get over 13,000 fans involved is a credit to the work that still occurs at elite clubs, despite the pandemic happening. 

In relation to week 9 content, measuring success, in this campaign it would have been easy for Monchengladbach to see the success purely based on the overwhelming number of people that got involved in the campaign. It showed that the clubs fan base is still heavily united, even with the harsh impact of COVID-19.

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Semester 2 - Weekly Market Analysis #7

Week 7 

https://www.famouscampaigns.com/2020/08/nikes-you-cant-stop-us-ad-clocks-up-40-million-views/

In early August, Nike released a brand new campaign which was a 90 second ad with over 70 sporting clips. The clips are mixed and matched and spliced side by side to make it look as if it’s a single shot. 

The ads “slogan” is ‘You can’t stop sport’ which is featured at the ending of the advert, leaving a lasting impression on viewers. 

The video has been viewed over 40 million times on YouTube and has been applauded widely for its diversity and innovation to create such an engaging campaign. The main premise of the campaign is to represent the “parallels” between sports and social causes that many elite athletes are advocates for.

50 plus athletes were involved in the campaign including the world renowned LeBron James, Cristiano Ronaldo, Serena Williams, Giannis Antetokounmpo and Kylian Mbappe. 

In relation to the week 7 content, ‘Image Management’, there is a major emphasis for companies to control the messages that they wish to convey through their particular campaigns. The way that it is done in this campaign’s case is evidently through the use of the most elite athletes across the globe. People are more likely to engage with the campaign due to the simple fact that their favourite athletes are involved in it. People are more inclined to purchase Nike products due to this campaign with many elite athletes wearing Nike branded attire, from soccer jerseys to hats worn in golfing tournaments. 

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Semester 2 - Weekly Market Analysis #6

Week 6

https://www.lions.com.au/news/587995/2020-anzac-guernsey-auction

Earlier this year, as ANZAC day was approaching, the Brisbane Lions proudly auctioned off their ANZAC guernsey. 

The guernsey was worn is the Lions round 6 matchup with the Sydney Swans and marked 75 years since the commencement of World War II and was an honorary jumper towards those involved in the Fitzroy Football Club that tragically lost their lives at war. 

Two guernseys were up for auction and were actually the only two that exist. Hence, increasing their value drastically. Each guernsey was signed by skipper, Dayne Zorko and vice-captain , Harris Andrews and also comes with a certificate of authenticity.

All the money from the auctions went towards Legacy. Legacy is a organisation that provides support to families that have been heavily impacted by death or injury of those that served in the Australian Armed Forces.

An Instagram post was created on May the 5th in relation to the auction and lead followers to their Instagram story which displayed the jumpers and allowed people to decide whether they wanted to participate in the auction or not. In doing this, it allowed for followers to engage with content on the Lions Instagram account but also put money towards a good cause.

In relation to content learnt in week 6, this is a tactic adopted by the Brisbane Lions to add incentive for fans the engage and interact with their content. There are basically two incentives within this tactic as the winner of the auction is able to gain the Lions guernsey for personal value but at the same time, their money goes towards an organisation that is very closely related to ANZAC day and respecting those that have fought for the country. 

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Semester 2 - Weekly Market Analysis #5

Week 5

https://www.afc.com.au/news/814289/crows-hero-members-to-form-guard-of-honour-in-2021

The Adelaide Crows hero members are members of the club who have served a long time as members, therefore demonstrating loyalty and passion to their football club. The club has regular prize winning opportunities for the members including signed footballs, home guernseys and even new cars.

The club, in partnership with The Advertiser, also recognized and celebrated the loyalty of their members through a tough 2020 by releasing a special edition magazine for Crows Hero Members in the Sunday Mail about 5 weeks ago. 

Recently, the Adelaide Football Club announced that they would be holding a pre-match guard of honor at one of their games in season 2021.

This guard of honor will involve 50 lucky members who battled through the struggles of 2020 with the Adelaide Crows being quite unsuccessful, not to mention the additional impact of COVID-19. 

Senior member Tom Lynch said “Getting a few members involved next year with a guard of honor is just a great way to say thank you from everyone at the club for standing with us.”

In relation to the Week 5 content, ‘Content is King’, the Adelaide Football Club have used this guard of honor experience as an incentive for fans and members to stick with their beloved Crows through tough times. What better way for fan engagement and interaction than to have them down at ground level on game day at some point in 2021 and make them feel as if they are a part of the action.

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Semester 2 - Weekly Market Analysis #4

Week 4

https://www.nmfc.com.au/news/582232/get-active-with-boomer-

Earlier this year, the North Melbourne Football Club held sessions on Facebook run by Brent ‘Boomer’ Harvey that were short workouts that would help fans keep in shape as the state entered lockdown.

The campaign was presented by Mazda and The Huddle and was titled #HuddleUp. The campaign was Boomer Harvey presenting 15 minute workouts that he did with his kids. Harvey told Herald Sun that it was a way to keep positive in a time of isolation. 

The workouts were hosted on The Huddle and the North Melbourne Football Club’s Facebook page. 

This campaign is a great way for fans to keep engaged with their club as it feels as if they are all alongside the Kangaroos greatest player, Brent Harvey. In a time of isolation it is key that football clubs use social media and take advantage of all its assets in order to continue engaging with their community and fan bases.

Clubs have taken a number of different approaches to isolation and how they can keep interactions going in a time when no one can see each other. However, no other clubs have done anything too similar to this as it increases trust with fans whilst simultaneously helping people stay fit from the safety of their homes when gyms and such are unavailable.

Week 4 content looked at strategies in terms of maximizing a campaigns success and how it differs from other campaigns from other teams. The way in which the Roos integrated the fitness aspect into their campaign was a strong strategy as more people, who may not regularly exercise, are more likely to when their favourite footballer is involved.

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Semester 2 - Weekly Market Analysis #3

Week 3

https://www.nba.com/kings/blog/kings-broadcast-nbas-first-facebook-live-360-video#

In early 2017, the Sacramento Kings (NBA) were the first team to conduct a Facebook Live video that involved a full 360 degree view. This was due to their partnership with the 360fly 4k camera which allows them to be able to broadcast live to Facebook with an entire 360 degree view. 

This gave fans a great insight into the backstage of the entertainment that is shown during matches in Sacramento. Those being the dancers and entertainers that are brought onto the court during breaks in the game. 

The Kings are recognised as one of the most innovative and creative sides in terms of their social media campaigns and activity in comparison to other NBA teams. This campaign in particular utilised new and innovative technologies to engage with their already established fan base as well as using it to engage with new fans and draw in those who are interested in new technology. This reaches quite a large audience as well as a younger age demographic as young people are more likely to be drawn in by new technologies. 

In relation to week 3 content, the best way to build trust is to engage and so a live video is the best way to directly engage with a community as they feel as if they are right there, in amongst the action. The Kings have already built a reputation for being very creative in the way that they engage, so it is vital for them to maintain this reputation by continuing to create and run innovative campaigns, such as this one. 

[aidansinclair01]

Semester 2 - Weekly Market Analysis #2

Week 2

https://aiocontracting.com.au/win-official-2019-richmond-signed-football/

In 2019, the Tigers held a little competition in partnership with United who are one of their Gold sponsors. Every fuel card member of United were automatically entered into the running to win the signed football. There was a simple sign up process meaning participants had to enter their full name, email, phone number, date of birth and postcode. 

Below the sign up was a box which was placed for participants who wished to receive further emails and notifications regarding future competitions that they may also enter themselves into. 

The Tigers, over the last couple of years, have also began to run QnAs on Instagram on the story of their official Instagram account. The Tigers have done this with a number of players including Sydney Stack, Jack Ross and Patrick Naish. Plenty of other AFL sides do the same thing as it allows fans to directly interact with some of their favourite players and ask them some questions, directly building relationship between players and the teams fan base. 

In relation to class work, this demonstrates events held by clubs to maintain and continue relationships and connections between clubs and fans. Fans are crucial for revenues and so with the club providing everybody with a chance to win rewards, it gives incentive for fans to keep following and supporting the club.

[aidansinclair01]

Semester 2 - Weekly Market Analysis #1

Week 1

https://news.sky.com/story/beirut-explosion-lebanons-president-knew-about-explosives-weeks-before-deadly-blast-12044912

This week saw the tragic explosion in Beirut that has destroyed so much in Lebanon’s capital. Across social media, there was incredible support and awareness raised for those effected by the explosion. There was a lot of debate as to what had actually happened but at the end of the day it didn’t matter as the devastation that it left behind was enormous .

Personally, I saw this all over Instagram with people posting on their Instagram stories about the disaster to raise awareness and once pretty much everybody knew about it and were notified, the donations and assistance started flooding in to those that were in need.

There were both a strong mix of photos and videos to convey the explosion and the devastation that it caused. There were plenty of different angles that it was seen from which we could compare to back in 2001 where the 9/11 attack was only really seen by a couple of angles that were played on repeat. So, with these extra forms of footage, we are able to understand what happened a bit better as well as having a stronger understanding of the devastation that it had caused.

In relation to the content that we learnt in week 1, this news spread like wildfire across social media. This demonstrates the mass amounts of people that now use social media, not just to follow their friends and family but also to keep in touch with news that stretches globally.

[aidansinclair01]

Weekly Market Analysis #11

Canadian Football League #IsItJuneYet

https://www.madhattertech.ca/chatter/winning-approach-viral-sports-campaigns

https://www.forbes.com/sites/markfidelman/2015/06/09/here-are-5-of-the-best-sports-marketing-campaigns-that-went-viral-in-2015/#15560908401d

The Canadian Football League (CFL) generally is unrecognised in comparison to the powerhouse that is the NFL. In the lead-up to the CFL season, the league posts a range of YouTube and previously, Vine, videos to promote the season launch in order to build excitement from fans who already support the CFL but also surrounding sporting fans across the globe.

Twitter and Instagram have recently shown more of this hashtag as they have become more relevant social media platforms. A variety of athletes and fans are used to promote the season launch. Results from this hashtag across the various platforms revealed that there were over 730 posts from 572 users with over 1.4 million impressions related to the campaign. 

Week 12′s content relates to hitting objectives and the campaigns main goal was to simply spread the word about the launch of the CFL season and they were able to complete this objective, evident by the statistics above.

[aidansinclair01]

Weekly Market Analysis #10

Heads Up - English Premier League

https://www.premierleague.com/heads-up

In February 2020, the English Premier League dedicated it’s Matchday 26 games to support the ‘Heads Up’ mental health campaign. Through the 8th-9th and the 14th-17th of February, the games were dedicated to the campaign in order to raise awareness and to encourage conversation about mental health. The main message that the campaign attempts to achieve is to #kickoffaconversation. 

The Heads Up branding featured wherever possible all across teams in the league. Whether this is across teams stadiums, programs and/or kits. A series of videos was also released by a number of Premier League players describing tough moments throughout their career and ways they dealt with forms of mental health, helping others improve their own mental health and wellbeing.  

Heads Up is a partnership between ‘Heads Together’ and the FA and just aims to further promote positive mental health and wellbeing stories and the effect that talking can help in regards to mental health.

In relation to the content learnt in Week 11, the presentation of the campaign was strong in terms of the way the ambassadors were used in the videos to demonstrate that mental health can affect everybody. This assisted in “getting the word out there” which was the main focus of week 11. The videos released by various players also conveyed a very strong message about mental health and promoted the hashtag #kickoffaconversation, so with all these ambassadors in mind, the word was spread very well.

[aidansinclair01]

A1 ePortfolio (Intro To Bus Comm)

Week 2

It was a little bit difficult to adjust to a new routine and schedule. There was a little bit of travel involved however it wasn’t as much as some others in the class. Everyone within the class is there to learn so it is a good environment to be in as well as the fact that we all share a common interest, being sport. I intend to approach the year in a very similar way to the way I approached year 12. I want to take a relaxed approach so I do not work myself up over the assessments as the first semester of the first year looks like it could get quite hectic at points. I’m looking forward to meeting some new people with similar interests to myself as well as the talks from people within the industry and the pathways they took to get where they are.

  Week 5

For this assignment I worked with Peter, Troy and Arthur. As a group, I felt that we worked really well and efficiently. Everyone did what they needed to so that we finished on time with ease. Our actual presentation was pretty well done considering the circumstances of it having to be presented online through Webex. For the teamwork survey everything was rated highly as I felt comfortable sharing ideas with the team because they were always very willing to take feedback on board and give feedback out when required. Personally, I’m pretty nervous whenever it comes to presenting so I think that can always be worked on, but all in all, for one of my first assessments, I feel as if I did my job and was pleased that everyone else did theirs to a high standard. I think we could’ve put some more work into the aesthetics of the presentation so that it was nicer to look at. However, for us, it wasn’t really a priority until right at the end. So, if anything, we could have attempted to finish sooner so that we could edit the layout and look of the presentation.

 Academic Source - Judd, B & Butcher, T 2016, ‘Beyond equality: the place of Aboriginal culture in the Australian game of football’, Australian Aboriginal Studies, no. 1, pp. 68-84, viewed 17 March 2020, EBSCO database. https://search-informit-com-au.ezproxy.holmesglen.edu.au/fullText;dn=220966850376591;res=IELAPA

 The academic source was compulsory so I thought I should put a lot of effort into choosing the right one. It took me a little while to find the right one, but I think this source was extremely relevant to the topic considering it actually mentioned the athlete from our chosen issue, Adam Goodes.

 Week 7

In comparison to my final years of high school, there isn’t a huge change in the ways that I have chosen to study. Considering the Coronavirus pandemic, it was difficult to get motivated at times throughout the semester. Being stuck at home and learning online has meant that there are some difficult distractions at times and has made it harder to concentrate in comparison to just learning in class. With the cancellation of sport, it’s probably been a good thing in terms of helping me focus on my study, especially over weekends. I’m realising that some of these new skills such as referencing are going to be very helpful in the future. It’s something that I learnt very briefly at school but knowing how to properly do it to a high standard will assist me in swaying from citing or paraphrasing without crediting the original source. I have pretty much fully settled into the new style of learning and am realising how much work I’m going to need to put in to succeed in the course and in the future opportunities that I am provided with.

I aimed to use this table to guide my days to make sure that I remained on track. Of course, there were a few days where this went out the window and I had a bit of a ‘lazy day’ but in terms of my general time management, this helped significantly, even if it was just to guide me. I thought exercise was going to be very important for me this year, especially on a regular basis and to take a productive break from studying rather than sitting on my bed, watching Netflix. The running helped to clear my mind and not only has helped me feel better, physically, but especially mentally, allowing me to get back to my work and focus.

Week 9

The feedback I received came from Ryan. My downfall was the lack of artifacts which I already knew going into having it marked as I hadn’t put a lot of time into my ePortfolio at that point. My focus now will turn to the artifacts because my feedback reads that the actual content within the ePortfolio was quite good. It will need some re-reading and editing to make sure it’s the best it can possibly be, but the artifacts are key at this current point in time. At this current point in time, I have just worked out the basics of Tumblr through having to use if for my ‘Introduction to Public Relations’ subject for the Weekly Market Analysis Assignment.

Week 11

Up to this point in time, my assessment marks aren’t what I was hoping them to be. A lot of this is based on referencing and my difficulty in grasping it early on. However, in more recent assignments that I have handed in (the essay type assignments), I have felt more confident and I am intrigued to see if I did well on those or not as I can definitely see a big improvement between those essays and the first few assignments that I completed, especially in terms of my referencing and my citations. As the semester is coming to a close, the stress levels are beginning to rise again with many assignments and tasks due in not a long period of time. I usually like to work hard on an assignment and then give myself a bit of a break, however this is challenging me as the assessments are one after another. I don’t think I will “enjoy” the challenge as much but it will definitely be beneficial for me in the long run whether that’s working through stress and pressure or organising my time management a little bit better.

These comments from Simone on the report submitted by myself and Riley kind of put into perspective the level of work expected for assessments, particularly for the academic articles. We tried our best to try and follow the guidelines but seemed to slip off track a little bit. This highlighted the importance of remembering to return to the assessment guide and rubric to make sure that the task was followed closely. Our referencing was particularly loose which really hurt our marks and the “academic” side of the academic report. To this point I haven’t received marks for my other reports so I’m not sure how much I’ve improved, but I have put a lot more time into my referencing to try and get as many marks as possible on my referencing with the hope that my other content is good enough to get a solid mark overall.

Week 13

Knowledge

Over the semester, for me personally, it has been about adapting to the differing climate on the back of the Coronavirus. Despite this, I’ve enjoyed the semester while learning plenty of useful information. Referencing has been a big thing that I’ve learnt, especially the significance of it in ensuring that you don’t get pulled up for plagiarism or copyright. 

Skills

My skills have grown quite significantly this year so far. The way I am writing is more succinct and I’m making a conscious effort to not ‘beat around the bush’ but rather express my point in a clearer fashion then what I was perhaps doing in high school. As mentioned, the main skill I’ve learnt is referencing and its importance. But I’ve also learnt a lot about the history of sport, the media industry and ways to engage an audience through public relations campaigns and strategies.

Attitudes/Behaviours

My attitudes towards the subject as a whole have sort of changed in a sense. I’ve realised that the course, over the entirety of the 3 years, will be a lot more of a grind than what I may have originally thought. The class has bonded really well and I feel like I’m a part of it. This helps with going back because I’m generally not very talkative so this tightly knitted group is very nice to have. My focus now turns to the exams which I am a little nervous for but I know that there will be plenty of time to study and ask questions if I need.

[aidansinclair01]

Weekly Market Analysis #9

Nike Celebrate Woods’ Masters Victory

https://www.famouscampaigns.com/2019/04/nike-release-moving-ad-to-celebrate-tiger-woods-victory-at-masters/

On April 14th, 2019, golfing superstar Tiger Woods unexpectedly won his fifth Masters title. It has already been described as one of the greatest sporting comebacks of all time. He is sponsored by Nike and so therefore Nike released a moving ad to celebrate Tiger’s victory. 

The ad shows highlights throughout Woods’ career including a clip of Woods’ as a 3-year-old essentially saying he wants to be the best in the world. This occurs before Nike’s famous phrase ‘Just Do It’ appears on screen.

The ad received over 20 million views in less than a day as support flooded in for Woods’ after his historic victory. Through the 2000s, since Woods has had a “fall from fame”, many sponsors had cut ties with him including Pepsi, Gatorade and General Motors. However since 1996, Nike has stuck with Woods even throughout his tough times.

The ad says “never stop chasing your crazy dream” and can act as an inspiration to many, despite it being primarily from a golfing sense. It just went to show that Tiger Woods still had it in him to come from nowhere to claim the Green Jacket as many famous and not so famous golfing fans congratulated Tiger.

In relation to the Week 10 content, the selling of the campaign was built through the video specifically. In a sporting sense, the Tiger Woods story is one hell of a tale and it was used alongside music and captions within the video the evoke emotions from the target audience that was selected. This presentation style was easily the main way in which this achievement was celebrated by Nike.

[aidansinclair01]

Weekly Market Analysis #8

Carlsberg Go Red To Support Liverpool

famouscampaigns.com/2019/05/carlsberg-go-red-in-support-of-liverpool-fc/

https://youtu.be/0Upq_3PiJt4

In 2019, not long after Carlsberg had changed their recipe, they were once again hitting the headlines as they turned their famous green bottles to red to support their ongoing 26 year sponsorship of Liverpool FC in the English Premier League. 

The initial launch of the new brew was held at Anfield which is Liverpool’s home stadium and now it is going to begin to be distributed around the globe. The colour red, relates perfectly with Liverpool after their move to the full red kit in 1964. The Head of the Carlsberg Research Laboratory said that the brew was “made for Liverpool fans” and that they weren’t exactly sure about the success of the new brew. However, it was tinkered with for more than a year, so it was a long time in the making. 

The red colour of the brew comes from the red barley variant which is the “outer shell”. It was specially brewed at the laboratory so it’s quite rare to see a brew that is red like the one concocted by Carlsberg and they aimed to make the brew, the label and the bottle all red.  So, Carlsberg went all out red to display their pride in their relationship with Liverpool over this long 26-year period and looks to be a strong sponsorship for years to come.

With no class in Week 8, this campaign will be linked to the Week 9 content from class. Week 9′s content relates to coming up with the ideas. For Carlsberg, it was a pretty straight forward, yet effective idea to change the contents colour as well as the bottle colour to red. It’s quite iconic for the Liverpool Football Club and therefore perfectly encapsulates their support of their partnership with the club. 

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Weekly Market Analysis #7

Sky Sports Black and White for ‘Kick It Out’

https://www.famouscampaigns.com/2018/09/sky-sports-goes-black-and-white-for-kick-it-out/

  Sky Sports has really built the sport of football (soccer) over the last few decades, being arguably the largest broadcaster of the sport around the globe. In 2018, Sky Sports decided to broadcast the first 25 seconds of the international friendly between England and Switzerland in black and white.

This was the first time that a football match was broadcasted in black and white in nearly 50 years. This was for the Football Association’s honouring of the ‘Kick It Out’ campaign and their 25-year involvement in the sport of football. The aim is the celebrate the organisation and the impact it has had on eradicating racism and any other discrimination in football.

The 25 seconds are aimed to make viewers think and reflect on the significance of diversity in a global sport such as football. The footage begins from when the players leave the tunnel to the pitch. The Football Association have been fighting for inclusion and diversity in the sport for a long time and this is just a small act of recognition from Sky Sports but goes a long way in showing viewers from all areas the importance of recognising and accepting the diversity in every game, team and league around the world.

In relation to the content of Week 7, I personally feel like Sky Sports were able to capture the needs of some form of brief well in order to raise the awareness of racism and to recognise the eradication of most racism out of the sport. So, they were able to reach both the purpose and objectives quite easily even though what they actually did was so simple, in turning the broadcast black and white.