What is Transfer Deadline Day?
For all football fans, Transfer Deadline Day is one of the biggest days in the sporting calendar. Teams clambering to sign that key player and agents pushing to tie up deals before the deadline of midnight, August 31st.
How does it benefit brands?
Social media plays a huge part in facilitating national excitement and speculation around the day, boosted by minute-by-minute scoops from the general public and Sky Sports News, along with perennial interviews from Harry Redknapp and presenter Jim White. Not to mention speculation generated by social updates of players spotted at airports…
The data below gives a quick impression of the volume of conversation the deadline generates, and it’s easy to see the opportunity for a brand to capitalise.
Brands, sports-related or otherwise, see the potential of using #TransferDeadlineDay or #DeadlineDay as an opportunity for self-promotion. Here are a few top examples (brought to us with the help of Brandwatch) of how companies used it throughout the day.
Here we see Virgin Media using a smug looking Jose Mourinho, who’d already signed a number of players for Man Utd well before the deadline, to promote their Sky and BT offering. It’s a nice fit with the Virgin way of speaking, always with a sly wink at their audience.
Paddy Power used Mr Deadline Day himself, Jim White, to mock the rumour sources/sauces with this visual gag, typical of their mickey-taking rhetoric. It’s executed with a lack of finesse that actually serves the brand pretty well.
Iceland’s halfhearted attempt might have been misplaced, but it allowed them to come out on top thanks to a pithy response to some frank audience criticism.
Coral Betting used Paul Pogba’s move to Man Utd (costing £89 million) to illustrate the point that Chelsea are able to buy three quality players for this price. Why is it smart? Because it isn’t explained. Coral’s audience – the ones who care about deadline day – get to be in on the joke, because it’s tailored specifically to their interests and the special knowledge that comes with it.
It proves that being savvy about attaching your brand to something topical can be seriously effective if it’s done right.
Got any of your own examples of brands use this technique to promote their brand?Think they just stick to promoting in their own field? Let us know @mycleveragency.