Momentus Technologies
About: Momentus Technologies is a global provider of industry-leading venue and event management solutions that empower organizations to create extraordinary moments. With over 50,000 users in more…
read moreAustralia’s alcohol industry is boosting its promotion through social media by timing its posts to major sporting events including the AFL, NRL and cricket, according to a just released study by RMIT University.
Speaking at the World Social Marketing Conference in Sydney this week and introducing the Merging Sport and Drinking Cultures through Social Media study, RMIT Associate Professor Kate Westberg explained “the ultimate goal appears to be to merge the drinking culture with sport culture.
“(The alcohol industry seeks) to normalise consumption by using social media to present drinking as an integral part of the sport experience whether spectatorship, celebration or commiseration.”
In Australia, alcohol can only be advertised after 8.30pm at night but a loophole sees drinks appear on coverage of major sporting events. In addition, social media is largely unregulated.
The Merging Sport and Drinking Cultures through Social Media study, was funded by the not-for-profit Foundation for Alcohol Research and Education and carried out by RMIT University.
The study saw the RMIT researchers analyse Facebook, Twitter and YouTube during the Australian Football League, National Rugby League and cricket seasons in 2013/14.
The study found that sport provides a powerful marketing platform for the alcohol industry, particularly when combined with the collaborative and immersive nature of social media.
This includes posing sports questions, using player endorsements and prompting fans to head to the pub when a game is about to start.
Many platforms encourage users to interact with sites by liking or sharing content which sees consumers themselves become unofficial marketers for alcohol companies.
The study looked at Carlton Draught, Victoria Bitter, Wild Turkey, Jim Beam, XXXX Gold and Bundaberg Rum.
Brands use smartphone apps, push notifications, trivia and tipping competitions, celebrity endorsements, promotional merchandise, videos, memes and co-created content linked to sport to engage with consumers and gain access to their extended social networks.
Sport-linked social media strategies include a call to action encouraging competition, collaboration, celebration and consumption.
Commenting on the findings, Associate Professor Westberg added “the calls to action aim to stimulate consumers to actively engage with the brand, rather than passively receiving brand messages, as is the case with conventional advertising.”
In response to the study, the Foundation for Alcohol Research and Education highlighted how the online space is even less regulated than traditional media.
Foundation Chief Executive Michael Thorn stated “self-regulation isn’t working, it isn’t protecting children from harmful alcohol advertising and those harms will continue until such time that the Commonwealth Government steps in.”
Click here to view the Merging Sport and Drinking Cultures through Social Media study.
21st November 2014 - HEALTHY SPORTING CLUBS RECOGNISED WITH GOOD SPORTS AWARDS
26th October 2014 - ALCOHOL, FAST FOOD AND GAMBLING DOMINATE AUSSIE SPORT
15th October 2014 - WA OPERA’S CARMEN SPONSORSHIP SMOKING ROW EXTINGUISHED
18th January 2014 - ALCOHOL BRANDS DEFEND SPORTS SPONSORSHIPS
7th November 2013 - VILLAGE ROADSHOW LOOKS TO RMIT TO DEVELOP INTERACTIVE THEME PARK TECHNOLOGY
15th October 2013 - CRICKET AUSTRALIA CRITICISED FOR REJECTING ANTI-ALCOHOL ADVERTISING IN DOMESTIC ONE-DAY COMPETITION
7th September 2011 - WA VENUES MOVE AWAY FROM ALCOHOL SPONSORSHIP
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?
As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.
The Complete Guide to Leisure Industry Products & Services.
About: Momentus Technologies is a global provider of industry-leading venue and event management solutions that empower organizations to create extraordinary moments. With over 50,000 users in more…
read moreICP is an Australian-based company focused on indoor climbing. ICP will manage your project from initial design to completion and beyond, whether you're building an international-level climbing…
read moreIntelligenz provides Leisure Management Software for managing all your Program Registrations, Facility Bookings, Membership Sales and POS Transactions; including detailed Reporting, automated…
read moreWe live for media production and global events, providing real-time networks for video, audio, data and communications.
read moreKnown as Hydrilla since September 2020 - see www.ausleisure.com.au/suppliers/hydrilla-pty-ltd
read moreProSlide is the global leader in water ride design and manufacturing, supplying high-performance water attractions to new and expanding water parks around the world. For over three decades, ProSlide…
read moreAIS Water, the trading name of Australian Innovative Systems, is a multi-award winning, Australian owned leader in the design, production and supply of commercial and residential chlorine generators…
read moreAs of February 2023, Ungerboeck Software has rebranded as Momentus Technologies.
read moreGet your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!