One NZ renames mobile network to align with Warriors fan chant

experiential marketing One NZ Warriors chant brand experience retail strategy

Georgina Otto, Head of Brand Experience at Crave Group, discusses the effectiveness of experiential marketing by highlighting how brands can integrate into existing cultural movements.

In New Zealand, the mobile provider One NZ responded to the fan-driven 'Up the Wahs' Warriors chant by renaming its mobile network 'UpTheWahs'. This follows a long-standing sponsorship relationship between One NZ and the Warriors that began in 1999. The Warriors have seen significant fan engagement, selling out 27 of their last 30 home games.

Entities

Crave Group · Georgina Otto · One NZ · Warriors

Claims

What the coverage asserts, and how many sources carry each claim.

[● 2 SOURCES] One NZ renamed its mobile network 'UpTheWahs' in response to a fan-driven Warriors chant. campaignbrief.co.nz · campaignbrief.com
[● 2 SOURCES] One NZ has sponsored the Warriors since 1999. campaignbrief.co.nz · campaignbrief.com
[● 2 SOURCES] The Warriors club has sold out 27 of its last 30 home games. campaignbrief.co.nz · campaignbrief.com

Sources

Georgina Otto: One brand renamed its entire network after a chant. Another put it in an ad. There’s a difference. [campaignbrief.co.nz]

about 1 month ago

Georgina Otto: One brand renamed its entire network after a chant. Another put it in an ad. There’s a difference. [campaignbrief.com]

about 1 month ago