| 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
- Consider adding a live leaderboard, both on the stadium screen and within the campaign page online (especially if the initiative is running season-long)
- 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.