SXSW 2020

The disruption of traditional sports marketing

Description:

The Alternative Commentary Collective is a completely inappropriate commentary team in New Zealand. A galaxy of cricketing cult heroes, has-beens and never-wills have banded together in an online sports commentary “dream team” dubbed The Alternative Commentary Collective. They have disrupted the traditional sporting commentary landscape in sport mad New Zealand and shown the old school players a thing or two about sports passion.

The ACC provide ball-by-ball commentary and uninformed analysis to Kiwi cricket, rugby and rugby league fans around the world through a live ACC stream online at iHeartRadio.co.nz. The team reside in a retro 1975 caravan on the boundary rope and shot to fame at the 2015 cricket world cup when their accreditation was revoked by the ICC.

Additional Supporting Materials

Slide Deck

Takeaways

  1. How their disruptive sports content is natively positioned within conventional media platforms owned by their parent media owner NZME.
  2. They provide commentary for the masses not just hard core sports fans and have partnered with commercial brands to achieve this.
  3. Combined with a prolific social profile the ACC has built their cult following into the single most popular sports streaming commentary in NZ.

Speakers

  • Gina McKinnon, Managing Director, Fuse @ OMD
  • Peita Pacey, Head of Strategy, OMD
  • Nigel Douglas, CEO, OMD
  • Mike Lane, Head of Hauraki, NZME

Organizer

Gina Mckinnon, Managing Director, Fuse @ OMD

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Sports
  • Track 2
  • Level: Intermediate
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