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How an AFL team generated leads for sponsors in-stadium

Industry: Sports

Client: North Melbourne Football Club

Solution: Live Trivia

Objectives

North Melbourne FC wanted a new and novel way to increase brand awareness and grow their and their customer database at a live game against Port Adelaide at Marvel Stadium while creating a unique sponsorship activation.

Solution

Fans present at the stadium were able to compete against each other in a game of Live Trivia through Komo’s platform to become ‘North’s biggest fan’ and win prizes. The Live Trivia game held during half-time consisted of questions about North Melbourne FC’s history, allowing fans to demonstrate their knowledge about the team. Winners were awarded prizes sponsored by Gourmet Traveller Gift Card, a gift card provider offering deals on restaurants Australia-wide.

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Results 

17,063 people were accounted for in the audience at the live game, with a total of 1,033 total registrations for the Live Trivia game. The fan engagement campaign reported 21 hours and 32 minutes of total active engagement. Of the total registrations, the campaign generated a 6% activation rate to account for the winners of the Live Trivia game. A sponsor email opt-in rate of 39% was reported, providing Gourmet Traveller Gift Card 406 high value leads for remarketing purposes.

About

North Melbourne FC, also known as the Kangaroos to fans, is an Australian football club competing in the Australian Football League. The team plays home matches at Marvel Stadium in Melbourne, Victoria and Blundstone Arena in Hobart, Tasmania.

Testimonial

Tim Cook, Marketing Executive for North Melbourne Football Club said “Working with the Komo Live team has been great, together we were able to put together a strategic digital activation which helped North Melbourne gain a better understanding of our fan behaviour at games, while creating a more engaging match day that appealed to the wider fan base than traditional activations.”

Discover how you can innovatively engage your audience with Komo’s Live Trivia.