Samsung takes to Snapchat to boost netball grand final sponsorship
Samsung will boost its sponsorship of the the Super Netball Grand Final being broadcast on Nine over the weekend with a Snapchat integration that will give fans access to filters created specifically for the match.
The clash between the Sunshine Coast Lightning and the NSW Giants is looming as the the biggest ever game to be broadcast on free-to-air TV.
Samsung’s media agency Starcom has developed a mixed approach in a bid to bring the game game to life for fans, creating the first ever live story for netball on Snapchat and the first ever live air snapcodes.
The brand is using the opportunity to hero its Galaxy A5 and demonstrate the role that social media is playing in helping athletes share tips and tricks. The campaign will be spread across digital, social and at the game.
It will also feature a series of ads on Nine during the match with grand final presenters demonstrating how to use the Snapchat code.
Holly Adams, Samsung’s head of brand partnerships, said the netball sponsorship and the grand final was a rare occasion to show off the capabilities of the phone and engage fans directly.
“As proud innovation partner of netball in Australia, Samsung is continuing to invest in unique and exciting opportunities to elevate the sport within the community,” Adams said.
“We know sporting fans, particularly females, engage with their role models via social, with 63% of women surveyed between 16-54 years of age, agreeing that technology has enabled them to discover role models that they would not have found themselves.
“We are excited to work with Snap and Nine on being the first brand to bring Snap from TV to Australia.”
Starcom’s strategy and business director, Elaine Quirke, said the challenge was in finding ways to engage with a largely millennial audience.
“Starcom’s role for this campaign was to create a strategy that allowed us to engage with Netball Australia’s young audience in a more meaningful way than just a TV sponsorship and to differentiate Samsung as an innovator in what will be the first live TV final of the game on Channel Nine,” Quirke said.
