---
title: St. Kilda's Two Audience Strategy
description: Discover how St. Kilda's dual-channel trivia campaign successfully engaged fans both in-venue and online, capturing valuable data for targeted marketing.
---

[Fan Marketing Files](https://blog.tradablebits.com/fan-marketing-files)

# [St. Kilda's Two Audience Strategy](https://blog.tradablebits.com/fan-marketing-files/st.-kildas-two-audience-strategy)

 Written by [Agent Kraken](https://blog.tradablebits.com/fan-marketing-files/author/agent-kraken) | Aug 1, 2025 11:39:22 PM

 

| Objective | Fan Engagement Connect with fans everywhere - whether in the stands or on the couch - to build a longer-term retargeting strategy around their audience |
| --- | --- |
| Campaign Used | Dream Team |
| Season | Season-long, In-season |
| Tactics Used | Live Trivia, Data Capture, Physical-Digital Integration, Gamified Learning |
| Sponsor Tie-in | CMC: Prize sponsor and brand visibility during live moments |

### What they did

St.Kilda wanted to break out of the “just show up on game day” cold. Their goal? To create a connected fan experience that would work **in-venue and online, to service fans in the stands, *and* fans watching from home.**

They launched a series called *The Stat is Right -* a dream team campaign built on Tradable Bits that tested fans on quirky club stats like:  
“Which Saint has played the most games?”

##### Here's how they ran it:

- 🏟️ At the game:  QR codes on screens and signage prompted fans to join
- 🎤 **Live in-stadium moments:** Fans were invited up to play trivia with an MC for prizes.
- **📱 At home: **Social promos extended the campaign beyond the venue
- 🧠 **Behind the scenes: **Every entry helped build their retargeting strategy through first-party data collection

The result was a bridge between physical and digital - creating a similar experience whether you were in the front row or scrolling from your sofa. 

### Why this campaign works

It’s a smart example of **meeting fans where they are** while keeping the brand top of mind. It’s also proof that you can reach two different segments with the same overarching initiative if well-designed.

- **Dual-channel strategy:** The campaign had different promotions for folks in-venue vs folks online and invited both to participate
- **Simple, scalable and smart:** Trivia is lightweight to launch and a low-barrier, high-reward format that taps into fans’ natural love for playing along
- **It brings fans closer to the club:** Fans walk away knowing more about their team, resulting in stronger affinity
- **It captures data while entertaining.** Every entry is a step towards more personalized marketing.

Bonus: *the fans in-arena were valued one step further with a live MC experience. This also gave the sponsor a natural place in the spotlight*

### 💡 Steal this idea

- **Choose a format that travels:** Simple gamified campaigns like trivia, polls, dream teams or predictions work just as well in a stadium as they do online.
- **Layer the experience:** 
    - Run live trivia breaks during timeouts or game downtime
    - Include QR codes in your broadcast
    - Involve your MC or PA announcer for **interactive in-venue hype**
- **Track and learn:** use trivia to segment your audience (hardcore vs casuals) for future upsell, loyalty or experiences 
- **Don’t forget the prize tie-in -** it will increase participation

### One idea (or two) for next time

1. Consider adding a live leaderboard**,** both on the stadium screen and within the campaign page online (especially if the initiative is running season-long)
2. Add a **follow-up experience **post-game. For fans that play, re-engage them after the trivia match with things like:

- - "Here's how you scored vs the rest of the Saints Nation"
    - "Here's the story behind the stat."
   This builds repeat engagement that helps define the initiative as more than a one-off stunt.

[View full post](https://blog.tradablebits.com/fan-marketing-files/st.-kildas-two-audience-strategy)

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