Bring it to win it
Sydney Water are the hydration partner of Cricket NSW. Their main objective was to drive behaviour change amongst fans to bring their own bottle to the event and beyond the cricket season.
Encourage cricket fans to stay hydrated and reduce the impact of single-use plastic bottles with gamification and money can’t buy prizes.
NFC-enabled water tags were sent pre-season in select supporter packs and could also be collected on-ground at dedicated hydration refill zones. Fans could simply stick their tag to a reusable water bottle, bring it to a Sixers or Thunder match during the cricket season, refill their bottle and tap their water tag for a chance to win instant prizes.
Making it extraordinary
The experience was voted Sydney Sixers and Sydney Thunder fans top ranked sponsor activation. To keep the excitement going and positively reinforcing behaviour change, participants were rewarded for tapping their bottle at every match. Four taps gave them a limited-edition team branded stainless steel water bottle. Five taps or more entered them into the draw to win an exclusive end of season Backyard Bash BBQ with their favourite Sixers and Thunder players. We had 50% of the fans opt in to continue the conversation post cricket season.