Features

Mumbrella360 video: The Psychology of Fandom

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the event.

m360 2016 adam hodge octagon

Adam Hodge, head of strategy at Octagon, presents exclusive research into the psychology of sports fans around the world, looking at how fans are accessing content and how successful brands are incorporating ‘passion-drivers’ into creative content. The expert panel then dissects how the marketing strategies of their brands are tailored to apply fan psychology to the Australian market.

The Panel: TV presenter and former Socceroo David Zdrilic; Hyundai Australia’s sponsorship manager David Parsons; general manager of commercial partnerships at Football Federation Australia Gillian Harris.

  • 1:49 Introduction: why fans are fans
  • 3:04 ‘Passion-drivers’ – creating fan behaviour
  • 5:47 Classifying patterns in fan behaviour geographically – emerging, developing and mature
  • 7:21 Utilising market groupings to customise creative delivery
  • 13:20 Shifts in the Australian market 2005-15
  • 15:23 Australian fan psychology from a media buying perspective
  • 18:11 Media platforms: TV vs digital
  • 18:46 Australian football fans’ digital consumption habits
  • 23:19 Australian fans’ favourite national and international teams and players
  • 25:21 The most successful sponsoring brands
  • 27:52 Question time: are strategies changing as fan psychology changes?
  • 29:47 Are fan interactions with players changing?
  • 31:56 The threat of digital channels to broadcasters
  • 33:49 How sponsors are responding to new fan segmentation models
  • 35:56 How brands can inspire people to be healthier
  • 38:25 Cutting through brand saturation
  • 41:01 Relationship between team personality and brand sponsorship
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