The Partner

Fremantle FC is the professional football team representing the port city of Fremantle in the Australian Football League. Despite their relatively young age, they have quickly established themselves as a formidable force, supported by a passionate fanbase known as the 'Freo Faithful'.

The Challenge

Fans in the AFL purchase memberships to support their favorite teams and watch the games. Traditionally, only one individual is the point of contact for multiple memberships. For example, one person may be the point of contact for 5 relatives of a Freo Faithful family. This makes it difficult to know who is in your stadium or establish a direct relationship with every fan.

The Solution

The Dockers partnered with their sponsor, Bankwest, to give away two VIP tickets with the best view in their stadium. The campaign was promoted during home games where fans could scan a QR code displayed on their jumbotron. Fans were led to a Tradable Bits “Scratch and Win” campaign where, after filling out an entry form, they could instantly see if they won or were prompted to try again in the next home game.

The Results

One campaign that served multiple purposes. The Dockers were able to gain new leads by uncovering who was in their stadium while carrying out a partner-branded in-venue activation.

With fans engaged, and first-party data captured, this year’s Best In-Venue Activation for Sports. Congrats Fremantle FC!