| Objective | Logo Reveal |
| Campaigns Used | Photo Frame |
| Season | Off-Season |
| Tactics Used | Gamification, User Generated Content, Brand Awareness |
What they did
As part of their new logo announcement, the Perth Wildcats of the NBL took the opportunity to build off the hype and gather fan feedback. Instead of a simple survey or poll, they took a Tradable Bits Photo Frame campaign and turned it into a court customizer. This unique engagement allowed fans to customize a new home court design and submit their work.
Why it worked
UGC can often add a barrier to entry, meaning getting fans involved can be a steeper hill to climb. But, the reason this activation worked so well was because it was timely and on-theme. New logo announcements are a big deal, and can often come with mixed or negative reactions. So, to offer an engagement that encouraged fan involvement was a great way to build off the buzz of the announcement going into next season.
How to steal this idea
- Measure incentive: asking fans to design or submit work always has a higher barrier to entry. Make sure what you're asking matches what fans get - here it's the chance to see their vision come to life. Pretty cool!
- Time it right: map out tentpole moments in your season and consider ways to amplify organic buzz. UGC campaigns like these are a great way to build off existing hype while creating a content library for the future.
- Read the room: with big announcements like these, it's key to be agile. If fan sentiment isn't what you expected, consider a different approach to hear them out (ie. survey or poll). Understanding the conversation can go a long way in winning back sentiment.
Comments