It has been more than 40 years since Australian songstress Olivia Newton-John graced the Eurovision stage for her 1974 performance of “Long Live Love.” Less than a decade later, Australia’s SBS became one of the only broadcasters outside of Europe to televise this quirky musical phenomenon, and the isolated island nation was immediately entranced.
Although Australia lies more than 15,000 kilometres from Europe, its diverse population, most of whom have British or European heritage, provided fertile ground for the singing competition to take off. This year, the island-nation secured a coup not only by becoming the first ever Asia-Pacific nation to enter the competition, but Australian singer Guy Sebastian is also at the top of the social buzz charts for contestants, according to recent analysis by Adobe Digital Index (ADI). Interestingly, more than half the buzz around him is coming from outside Australia.
“With Eurovision social media data, we can see how audiences are reacting across the world,” said Philippe Laguerre-Auguste, Adobe’s director of communications, EMEA, in a prior interview with CMO.com Europe. “Social popularity doesn’t guarantee a win, but it certainly foreshadows how viewers are reacting behind their TV screens during the semifinals.”
The ADI analysis employed Adobe Social to explore some 2 million social mentions in various languages across a multiude of platforms, including Facebook, Twitter, Instagram, YouTube, Google+, and Tumblr.
In terms of sentiment, 60% of the social buzz about Sebastian relates to joy, admiration, or anticipation. Sebastian is also ahead of the pack on Twitter, with 413,000 followers.
Big Parties, Bigger Audience
Marketers have a huge opportunity to tap into the burgeoning Eurovision party culture, which involves some 3 million Australians, many of whom are, no doubt, excited to hear Sebastian sing his original piece, “Tonight Again,” to a global audience of more than 195 million people. The Eurovision winner will be announced in Vienna on Saturday, 23 May.
Gayradio.com.au, a Sydney-based radio station, has hosted Eurovision parties for the past four years. Music and program director Brooklyn Ross said this year’s live soiree, “Eurovision Party – hello Vienna, this is Sydney calling,” is set to explode.
“It just gets bigger every year,” Ross said. “It will be interesting to see how it goes this year now that Australia is competing. We’re expecting it to be bigger than normal.”
According to OzTam figures provided by SBS, last year more than 3 million people in Australia tuned in to watch the final, many from a buzzing Eurovision house party–a popular trend in Australia.
“I usually host a party ever year,” said Janelle Tops, Web programmer at online solutions company Core Web. “I didn’t actually start watching Eurovision until 2003 when a friend introduced me to the party concept.”
Whether the audience loves Sebastian’s mainstream sound or prefers the kitsch nature of the song contest, with more than 10,000 Eurovision social mentions per day, as suggested by the ADI research, the event is a marketing bonanza, with opportunities for an array of brands to sponsor parties or host related events.
This year, brands including Renault, Ahm health insurance, Bingle car insurance, and retailer Harvey Norman have taken advantage of the marketing opportunities and partnered with SBS as official sponsors of the Eurovision broadcast.
SBS will broadcast Eurovision content and sponsored advertising across TV, radio, and digital.
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Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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