The quickest State of Origin campaign ideas run on a ready-made template: a player of the match vote, an Origin tipping competition, a squad predictor, a score predictor or a fan photo wall. Each can be built in your brand and go live the same day, so brands, sponsors and clubs can still make the most of the series.
Key takeaways
- The series gives you several moments to plan around: each team announcement, each match and the debate afterwards.
- Most campaigns go live in under an hour, so it's rarely too late to run something.
- A sponsor can own a vote, a predictor or the whole series, as a sponsorship activation it can measure.
- Every entry adds a consented contact you can market to long after the series ends.
Why run a State of Origin campaign?
State of Origin is a cultural moment in New South Wales and Queensland, and it reaches well beyond regular rugby league fans. A campaign around it lets you join a conversation people are already having.
- Data you own. Every entry can add a consented contact to your database, ready for your next campaign.
- A reason to talk to people all series. Before each match, during it and after the final whistle.
- Something new for a sponsor. A branded vote or predictor gives a sponsor more than a logo, with results you can report.
- Customers or business audiences. Run it for consumers, or for staff, clients and suppliers. NSW versus Queensland rivalries work in any office.
- In your brand. Your logo, colours and tone of voice from the start.
Last-minute State of Origin campaign ideas
1. Player of the match or player of the series vote
Who was best on the field is one of the biggest debates after every Origin match. A fan vote after each match, or across the whole series, is quick to set up and easy to share. NSW Rugby League ran Macca's Moment of the Match with McDonald's across all six 2024 State of Origin matches, duplicating and tailoring the vote each week with little effort. About 15% of McDonald's total digital campaign impressions in the Origin period came from that one sponsorship activation.
2. Origin tipping competition
A simple tipping competition for each match of the series gives people a reason to come back before every match. Add a margin for an extra layer of challenge. It works well in workplaces, where staff from both sides of the border have a score to settle.
3. Squad predictor
Each side is named before every match, and the selection debate starts long before that. A squad predictor lets your audience play selector, then come back when the team is announced to see how close they got. That second visit is another chance to show your sponsor.
4. Score predictor
A score predictor asks fans to call the exact final score before kick-off. It's one of the simplest pre-match campaigns to run, it suits a sponsor who wants to own the build-up, and the result gives you a reason to contact every entrant after the match.
5. Fan of the match photo wall
Show how your audience is watching Origin. A fan content wall lets people upload photos or videos from the stadium, the pub or the couch with mates. You approve what goes up, and the best entries give you content for your own channels.
6. A branded minigame, if you have a little more time
MKTG and Chemist Warehouse ran a branded State of Origin minigame that fans played from a QR code on the big screen at half time. It extended a brand activation Chemist Warehouse had already paid for to the whole crowd, with an opted-in database and real-time analytics. Minigames are built for you by Campaignware Studio, faster than you'd expect, so allow a little longer than for a template.
How to run it with Campaignware
- Pick a template. Choose the idea that fits your goal and your time: a vote, a tipping competition, a predictor or a content wall.
- Put it in your brand. Add your logo, colours and fonts, or your sponsor's, without developers or designers.
- Set prizes and terms. Add your prizes and terms and conditions, and check what rights you hold before using official names, logos or player images.
- Share it. Promote it on social, by email, in your app and with QR codes in venues, stores or on the big screen.
- Collect consented data. Every entry adds a consented contact, and the data can go into your CRM.
- Report to your sponsor. Reporting in the platform shows impressions, unique users, clicks through to the sponsor and completion rates.
A typical campaign takes 20 to 40 minutes to build. If your team is stretched in Origin week, Copilot does the work for you: ideas, creative assets and building. See how brands run campaigns like these on our brand activation platform page.
Frequently asked questions
How quickly can we launch a State of Origin campaign?
Most campaigns go live in under an hour, and a typical campaign takes 20 to 40 minutes to build from a template. That means a vote, predictor or tipping competition can still launch on the day of a match. Custom work, such as a branded minigame, is built by Campaignware Studio, faster than you'd expect.
What are good State of Origin promotion ideas for brands?
Good State of Origin promotion ideas for brands give fans something to do, not just something to see. A sponsored player of the match vote, a score predictor before kick-off or a fan photo wall all put your brand inside the conversation. Add a prize people want and capture consented data with every entry, so the campaign keeps paying back after the series.
Can we run an Origin campaign if we're not an official sponsor?
You can run a campaign around the series in your own brand, but check what rights you hold before using official names, logos, team kits or player images. Without them, keep the campaign about your brand and the rivalry between the states, and get advice if you're unsure. Official sponsors can usually go further, which is part of what they pay for.
How does a sponsor measure a State of Origin campaign?
A sponsor can measure a State of Origin campaign through the reporting in the platform: impressions, unique users, clicks through to the sponsor and completion rates. With dual opt-in, entrants can also agree to hear from the sponsor directly, so the sponsor gets leads as well as exposure. For more ideas around major tournaments, see our World Cup fan engagement ideas.
Book a demo to see these templates in your brand, or talk through your project with our team.
