Branded content is still relatively untapped, but has few, if any, restrictions.

The main obstacle is the reluctance of clients to move away from traditional forms of communication and media.

FOOTIFYFM was created. A live broadcast of Grand Final Day in Australia’s 10 most spoken languages. The commentators were passionate footy fans found via social channels, who were then trained by professional broadcasters. The aim is to make AFL a bigger game. To attract not only more Australians but an international audience.

The technology had never been realized in Australia. The commentators and this technology both garnered huge amounts of PR. And people all over Australia, and from 25 countries, heard the AFL Grand Final in the language of their choice. Positive sentiment for NAB grew to 95% (an all time high for the bank) and when prompted, people believed that NAB were the official naming rights sponsor for Grand Final. A fact that made Toyota (the actual naming rights sponsor) more than a little peeved.