The Partner
Fremantle Football Club (also known as the Dockers) represents the port city of Fremantle in the Australian Football League. Despite being established less than 30 years ago, they have quickly established themselves as a formidable force, supported by a passionate fanbase known as the “Freo Faithful”.
The Challenge
AFL fans purchase memberships to support their favourite teams, however, for each household, there may only be one point of contact for multiple memberships.
For example, just one person may be the point of contact for a five-person Freo Faithful family.
This makes it difficult for the team to establish a direct relationship with every fan - especially when it comes to uncovering who exactly is in their stadium match after match.
The Solution
A season-long campaign, “Best Seats in the House.”
Partnering with their commercial sponsor, Bankwest, Freo launched a season-long in-venue upgrade experience that:
- Activated against their partner, Bankwest
- Uncovered hidden fans in their stadium
How it worked:
At every home game, fans in the stadium were given an opportunity to scan a QR code (displayed on stadium screens) to “Scratch” for the chance to win an upgrade to 2 VIP seats in the stadium, VIP service and access to the Bankwest Club. Fans that won were immediately notified and upgraded, and any fan that lost knew they could try again next home game.
The Results
Over forty thousand fans entered the campaign, ten thousand of which were newly discovered (i.e. not captured anywhere else in their database).
Freo’s work on this activation is a great example of a single campaign serving multiple purposes. Freo gained greater insight into their fanbase by uncovering who was in their stadium (and eager for an upgraded experience), while carrying out a partner-branded activation that created positive sentiment for the Bankwest brand.
Key Takeaway
Well positioned, season-long campaigns are a great tool for capturing a large pool of marketable leads & fan data - while providing value to fans!
Want to dig more into season-long engagements? Connect with our team!