The Objective:

To promote the 2010 footyplays cards within junior grassroots AFL and NRL clubs by sending sample packs to registered clubs.

Target Market:

Under 18 grassroots AFL & NRL players.

Strategy & Execution:

SportingPulse harnessed the effectiveness of its suite of eDM products to promote the campaign.

To launch the campaign a solus eDM was targeted at junior club administrators requesting them to register to receive a free sample pack of 2010 Footyplays cards. These cards were to be distributed to junior players.

The monthly GameDay Newsletter was then targeted to all AFL & NRL under 18 members to encourage them to register their cards online and create an online album to win prizes.

Side skinning and road-blocking of ads were applied to the top 10 junior clubs websites. These clubs received the highest levels of traffic during those months the previous year.

The Result:

Over 900 junior clubs registered to receive sample packs, well above what was anticipated. Sample packs were successfully delivered and distributed to players leading to over 4600 online albums being created.

Side skinning and road-blocking created in high impact advertising resulting in a CTR of 0.17%.

More information about Activation and Sampling