The Partner
The St. Kilda Football Club, nicknamed the Saints, is a professional Australian rules football club based in Melbourne. The club plays in the Australian Football League (AFL) and has won the league title once, qualifying for the grand final on six additional occasions.
The Challenge
With media entertainment evolving rapidly, sports fans today want more than just a game—they’re after a full-on experience that kicks off before the match and keeps the excitement alive throughout.
But engagement isn’t just about the fans in the venue. Watching from home? That’s a whole different experience. With life’s daily distractions, staying glued to the screen isn’t always easy, making it tough for sports teams to keep fans engaged across different locations yearlong.
That’s why St. Kilda aimed to find new ways to connect with their fans, wherever they are, going beyond the usual playbook.
Here’s how they did it:
The “Stat is Right” Campaign
The team used Tradable Bits’ platform to create a Trivia campaign with two main goals:
- Engages all levels of fandom, in-venue and at-home fans all year around
- Identify the team’s evergreen audience for retargeting
With questions like “Which Saint has played the most games in the #4?”, fans were not only tested on their knowledge but also encouraged to learn more about the team—bringing them closer to becoming hardcore fans of the club.
How did it work?
- Both at-home and in-house fans were presented with QR codes to play.
- To encourage entries, St.Kilda would get a fan to play live with an MC for the chance to win a grand prize from St. Kilda and its sponsor CMC.
- To sign up for the game, fans were prompted to add in their information which helped with collecting data on who the fans were and where they were engaging from.
- The campaign was combined with promotions on social media to keep up the hype.
The key was a combination of digital and physical engagements that would elevate fan experiences.
The Results
Using Tradable Bits’ campaign, the St. Kilda team seamlessly married the physical and digital experiences for a standout fan experience!
They not only achieved impressive metrics with an average of 10,000 views, but they also gained an entry rate of 22.3%.
The campaign was awarded the Best Physical and Digital Engagement Campaign for its strategy in perspective profiling and identifying their evergreen audience for retargeting.
Happy Fan Marketing!