State of Origin is in full swing, and this year, Game 1 saw the highest-ever national reach with over 4 million viewers.
But the real impact reaches far beyond the game itself.
Every year we see how brands incorporate iconic sporting events, like State Of Origin, into their broader communications strategy. The best State of Origin marketing campaigns increase visibility while creating authentic connections with their audience. Successful brands use these cultural events to engage with their audience outside the broadcast and normal communication channels.
We’ve compiled our top 3 favourite brand moments from State of Origin Game 1 that demonstrate the power of strategic marketing:
State of Origin Marketing Lesson 1
Become part of the conversation
Insurance is not typically associated with the State of Origin. Yet, GIO’s “Go Blue for the Blues” campaign inserts the insurer into game day conversations and aligns the brand with the team’s passionate army of supporters.
The brand’s iconic red ‘I’ is no longer. Instead, GIO has ‘gone blue’ across multiple touchpoints throughout the Origin series. Making their presence and support for their team a hard one to miss.
The campaign captures the true essence of the State of Origin spirit.
GIO positions itself as a valued partner, one that stands with their customers authentically and unapologetically. By adapting their branding and design, GIO leveraged its visual identity to align with a cultural moment. Rather than interrupting the conversation, they became part of it.
In doing so, they strengthen customer connection and brand awareness in a way that is relevant and memorable.
State of Origin Marketing Lesson 2
Align your message with the moment
DrinkWise’s Origin campaign ‘Always Respect, Always DrinkWise’ used Game 1 to leverage conversations beyond the field. Their Origin campaign promotes responsible drinking and encourages respectful behaviour between fans.
Its impact extended beyond the live broadcast.
DrinkWise showed up in licensed venues, pubs, and liquor stores. Their message remained visible wherever fans interacted with the game.
It is a strong example of how naturally integrating your PR strategy into cultural events can reach a highly engaged target audience. The brand remains visible and relevant by using the State of Origin to reinforce messages around respect and responsible alcohol intake, at a time when these conversations are more important than ever.
State of Origin Marketing Lesson 3
Create participation
Youi’s ‘Origin Verified’ campaign highlights the dedication of fans to their teams. The campaign gives fans a chance to earn an official verification through completing unique challenges to test their Origin knowledge and passion for the game.
Youi’s customer centric mission remains at the forefront.
The campaign acknowledges that the State of Origin is just as much about fans as it is about the game. They haven’t used the State of Origin to sell products. They have used it to celebrate their customers and their passion for the game.
Youi created an opportunity for participation, during a time when consumers seek authentic and personal experiences. Engagement creates a more memorable experience for your audience and fosters a stronger sense of connection with the brand.
So What Does State of Origin Teach Us?
The brands that are leveraging cultural events as a strategic platform are creating experiences that transcend game days. State of Origin marketing proves that through these events, brands can reach genuinely engaged and passionate audiences across multiple touchpoints.
Fans don’t want to see another logo on the screen.
Consumers respond better to relationship focused execution. Brands that position themselves naturally within moments that their audience already values are more likely to create meaningful engagement.
The brands that win are the ones that align themselves within the culture itself, not just as sponsors.
Taurus helps leaders build strategic marketing and comms strategies that increase visibility, strengthen brand reputation, and drive engagement. Explore our Taurus SHOP packages or get in touch with the team to discuss your next campaign.