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Merging Sport and Drinking Cultures Through Social Media

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Merging Sport and Drinking Cultures Through Social Media Merging sport and drinking March 2015 cultures through social media Aaron Smith Kate Westberg Constantino Stavros Geoff Munro Kevin Argus This research was funded by the Foundation for Alcohol Research and Education. About the Foundation for Alcohol Research and Education The Foundation for Alcohol Research and Education (FARE) is an independent, not-for-profit organisation working to stop the harm caused by alcohol. Alcohol harm in Australia is significant. More than 5,500 lives are lost every year and more than 157,000 people are hospitalised making alcohol one of our nation’s greatest preventative health challenges. For over a decade, FARE has been working with communities, governments, health professionals and police across the country to stop alcohol harms by supporting world-leading research, raising public awareness and advocating for changes to alcohol policy. In that time FARE has helped more than 750 communities and organisations, and backed over 1,400 projects around Australia. FARE is guided by the World Health Organization’s Global Strategy to Reduce the Harmful Use of Alcohol1 for stopping alcohol harms through population-based strategies, problem directed policies, and direct interventions. If you would like to contribute to FARE’s important work, call us on (02) 6122 8600 or email [email protected]. About RMIT University RMIT is a global university of technology and design, focused on creating solutions that transform the future for the benefit of people and their environments. RMIT University has three campuses in Melbourne, two in Vietnam and a centre in Barcelona, Spain, and enjoys research and industry partnerships on every continent. We also deliver education programs through partners in Singapore, Hong Kong, mainland China, Indonesia, Sri Lanka, Vietnam, Belgium, Germany, Austria and the Netherlands. One of Australia’s original educational institutions founded in 1887, RMIT now has 82,000 students. The University enjoys an international reputation for excellence in professional and vocational education, applied and innovative research, and engagement with the needs of industry and the community. Our researchers are engaged alongside our partners world-wide in solving practical problems of our time. The University’s connections to industry partners, to governments, and to the urban communities within which we operate, are vital. For more information visit www.rmit.edu.au Researcher Affiliations Smith, Aaron1; Westberg, Kate1; Stavros, Constantino 1; Munro, Geoff2; Argus, Kevin1. 1. Royal Melbourne Institute of Technology (RMIT) University 2. The Australian Drug Foundation The correct citation for this publication is: Smith, A., Westberg, K., Stavros, C., Munro, G., Argus, K. (2015). Merging sport and drinking cultures through social media. Canberra: Foundation for Alcohol Research and Education. 1 World Health Organization (2010). Global strategy to reduce the harmful use of alcohol. Geneva: World Health Organization. 2 FOUNDATION FOR ALCOHOL RESEARCH AND EDUCATION Contents 1 EXECUTIVE SUMMARY .......................................................................................................... 4 2 INTRODUCTION .................................................................................................................... 7 2.1 Project aim .................................................................................................................................. 8 3 METHOD .............................................................................................................................. 9 3.1 Identification of alcohol brands .................................................................................................. 9 3.2 Specifying sporting events for data collection .......................................................................... 12 3.3 Identifying social media platforms for data collection ............................................................. 12 3.4 Data collection and categories of data analysis ........................................................................ 14 4 FINDINGS ........................................................................................................................... 15 4.1 Calls to action ............................................................................................................................ 17 4.1.1 Call to compete ..................................................................................................................... 17 4.1.2 Call to collaborate ................................................................................................................. 24 4.1.3 Call to celebrate .................................................................................................................... 34 4.1.4 Call to consume ..................................................................................................................... 37 4.2 Themes used in sport-linked communication ........................................................................... 41 4.2.1 Identity .................................................................................................................................. 41 4.2.2 Culture................................................................................................................................... 43 4.2.3 Camaraderie .......................................................................................................................... 45 5 SUMMARY OF RESULTS AND CONCLUDING COMMENTS ...................................................... 51 6 IMPLICATIONS FOR POLICY MAKERS AND FUTURE RESEARCH .............................................. 54 7 REFERENCES ....................................................................................................................... 57 8 APPENDICES ....................................................................................................................... 58 8.1 List of figures and tables ........................................................................................................... 58 8.2 Carlton Mid One-Day International cricket series .................................................................... 59 8.3 Social Media Examples .............................................................................................................. 64 MERGING SPORT AND DRINKING CULTURES THROUGH SOCIAL MEDIA 3 1 Executive summary The sport-alcohol-social media triumvirate presents a significant emerging issue in the fight against alcohol-related harm. This report identifies and explores how alcohol brands are using social media to connect sport’s identity, culture and camaraderie with alcohol consumption. It also reveals the main strategies undertaken by alcohol companies to achieve interaction and social activation with consumers. Purpose While considerable research has explored the public health implications of traditional alcohol advertising and sponsorship in sport, less is known about how alcohol brands interact with consumers through social media. The aim of this research was to identify and evaluate the sport-linked social media strategies employed by alcohol brands engaged in sport sponsorship. These findings provide initial data to shape discussion around harm reduction as well as recommendations for future research in relation to understanding how these strategies influence consumer attitudes and behaviours. Method This study explored sport-linked alcohol communication appearing on the most frequently used social media platforms including Facebook, YouTube and Twitter. ‘Sport-linked alcohol communication’ was considered to be any marketing communication text which referenced a specific sport or sporting organisation in its message content, or any image depicting an alcohol-related product or brand in a sport context. The focus was primarily on the major alcohol brands sponsoring the Australian Football League (AFL), the National Rugby League (NRL), and Australian Cricket during the latter part of 2013 and throughout much of 2014. The study was conducted during the active seasons of each sport, paying particular attention to the associated marketing and promotional activity during key events such as finals. The unit of analysis comprised the content of the relevant social network sites and the coding units were individual posts and images. A content analysis was used to elicit themes and images from the online text. In total six beer brands, eight wine brands and three spirit brands were considered to be involved in sport sponsorship across the sports considered, although not all of these brands engaged in social media activities to leverage their association. Findings The social media platforms most commonly used by the identified alcohol brands were Facebook and Twitter, but the complementary use of other forms of digital media, such as applications (‘apps’), to increase consumer engagement was noted. YouTube also featured in links from Facebook and Twitter to showcase advertisements created by the brands to promote their products or sport-related competitions. Communication via social media often occurred in real time during sporting events, creating an environment of camaraderie through a shared sport experience and by tapping into the ‘second screen’ experience as consumers engaged with their mobile devices throughout an event, either in or away from a sport stadium. 4 FOUNDATION FOR ALCOHOL RESEARCH AND EDUCATION Four main strategies were identified
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