To promote Defence Force Recruitment and engage grassroots AFL clubs, players and supporters on a weekly basis by nominating a player for an individual award and then interacting with an online game to gain points for their club for a club award.
Grassroots AFL clubs, players and supporters.
Strategy & Execution:
SportingPulse created a mechanism that allowed club administrators to easily nominate one team player each week when uploading their weekly game results. These players demonstrated the key attributes of Courage, Initiative and Teamwork.
A microsite was built that incorporated the interactive ‘Kick for your Club’ game. Players and supporters registered their details at the microsite, and through the game, kicked a footy ball which registered a distance that they allocated to their club. The club with the longest distance kicked wins the club award.
Glenn Archer was brought on as the spokesperson for the award which added star appeal to the campaign and resulted in greater media coverage through radio and newspaper stories and interviews.
Campaign banners were run through the grassroots AFL network. 3 versions of weekly eDM’s were sent to registered participants encouraging them to kick daily for their club to committed, periodic and inactive registrants.
Participation blitzed the previous years competition run through AFL fourfold, proving that grassroots sports to be an engaged and active network over it’s elite counterparts.
Over 3600 clubs registered with 155,000 UV’s. In fact if we added together all the kicks played halfway through the competition (over 107,000 kicks), it would equal one giant kick that would go halfway around the world!