Branded content isn't really a big thing in the industry and advertising is much more traditional. There is plenty of sports sponsorship (with aus being a huge sporting nation) but outside of that i can't recall too many examples of bespoke large story telling branded content platforms.

Brands sponsor a lot of tv shows, tv show segments and ad breaks. Current affairs shows are basically paid segments. In the digital space, most agencies are pushing apps not content and we are only just starting to get content agencies opening up.

"The Burgers" was a Facebook Newsfeed lead campaign consisting of 12 weeks of mobile first content. The Campaign comprised of 8 films made for Facebook and 4 photo / album posts.

In addition to this core Facebook activity, Fox sports ran a fake promo spot for their AFL show “Open Mike” which aired on TV and Facebook. The AFL also published “The Burgers” as the cover and double page spread for their premium official program “RECORD” available for national purchase in news agents and at stadium matches.

• 11pt lift on association with AFL among men

• 6pt lift on association with AFL among Australians 18–29

• 259,000 video views

• 3X more engagement, compared to always-on branded content on Facebook