A combination of digital and physical engagement can take an ordinary campaign to…well, extraordinary. St.Kilda FC did just that with their “The Stat is Right” campaign: a sustained weekly trivia game fans entered in stadium or online. To encourage entries, St.Kilda would get a fan to play live with an MC for the chance to win a prize sponsored by CMC Markets, garnering excitement before posting the QR to the big screen. Combined with promotion on social media, the game created a weekly buzz for the chance to win a grand prize from St. Kilda and their sponsor.
This combination of in-venue and at home engagement allowed St. Kilda to collect valuable data on which fans are engaging and from where. This strategy is great for prospective profiling, and promoting an ongoing weekly campaign as part of a wider marketing approach can help brands identify a team's evergreen audience for retargeting.
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