When it comes to shared entertainment and unique experiences, the Sports-Marketing arena really is like no other. Filled with diehard fans, gripping storylines, and underdog victories, when executed right, it’s a place where brands and rights holders can earn podium-worthy engagement figures. And with the uptake of, and advancements in, creative tech that has the ability to turn spectators into truly connected fans, those figures are set to soar.
Our aim is to take fans beyond the game with personalised, seamlessly connected experiences within first-to-market concepts that captivate, engage and reward spectators whether they’re in the stadium, at their local or on their couch at home.
The award-winning Bring It to Win It (BITWI) campaign we created in partnership with Sydney Water and the Sydney Thunder and Sixers cricket teams engaged over 25,000 fans. Using a hybrid of on-site activations, on-line gamification and NFC to build a network of loyal fans, the campaign saved 17,000 plastic bottles from entering the waterways in just one season through a behaviour change activation.
When the stadium restrictions were put in place, we transformed the promotion into the WHAATA SIX campaign. Using gamification and leading mobile technology, the players’ social channels were used to move the activation away from the stadium and inside the homes of fans, encouraging engagement during key moments of the match.
Carlton & United Breweries have also been adapting their digital game with us, developing a wallet to reward and inspire customer behaviour. Using Digital Tokens, promotional activities have taken a huge step towards gift-with-purchase allocations, links to on-site activations and harnessing the information each connection has with their brands.
Woolworths has also leveraged their sponsorship of the Australian Open Tennis Championship with our help, encouraging families to make healthier food choices while enjoying the live entertainment of the grounds. The Summer Sensorium was a multi-sensory brand experience that was shortlisted for a Mumbrella Sports Marketing Award, combining on-site activations with a digital broadcast reach and connection.
We level up the experiences we create with creative tech like Augmented and Virtual Reality (AR and VR), Near Field Communication (NFC), Body Gesture Recognition, and our personal favourites, Virtual Atoms (VAs) and Non-Fungible Tokens (NFTs). The tech not only creates a more engaging and memorable experience, but in most cases, allows us to collect and analyse customer data and customer insights, building profiles and tracking customer journeys along the way to help you (and us) learn more about your audience.
From massive, in-person events to grassroots, community-driven sponsorships we cover the full sporting spectrum. Our Head of Sports Marketing, Ben Charles, understands the arena intimately and also what drives the fans’ emotions, but also how to build hybrid, safe campaigns that exceed expectations both in person and in pixel. Get in touch to find out more about the future of fan connection and how you can level up your Sports Marketing.
Ready to play a better sports marketing game? Partner up with us here for a free masterclass, and we’ll team up to turn your spectators into connected, engaged fans.