Melbourne Summer 13/14 Sport Sponsorship & Engagement
Why? As a sport enthusiast and with an interest in sponsorship I kept a keen eye on what clubs and partners were doing to engage fans during my time in Melbourne. !
This is a collection of the best activations and campaigns I came across from November 2013 to May 2014. !
I hope it can be used as inspiration and a guide for best practice for sports marketers across the globe.
Commonwealth Bank Ashes Series Venue: Melbourne Cricket Ground Date: 26/12/13 - 29/12/13 Attendance: 271,865 over 4 days
Brands in Focus
The Australian Open Melbourne Park - Rod Laver Arena Hisense Arena &Margaret Court Arena Date: 13/01/14 - 26/01/14 Attendance: 643,280 over 14 days Venues:
Brands in Focus
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The ‘Game On’ mobile App was developed around Aussie big hitter Sam Groth to return a 263km serve. Successfully returned serves enter competition to win a KIA Cerato. Over 100k downloads of the interactive KIA App. Activation rolled out in 250 shopping locations over NSW, QLD and VIC with Val Morgan Outdoor. Participants required to download the App to play with the help from promo staff. KIA sponsored AFL club Essendon visit the activation at the Aus Open combining two sponsors well and increasing media attention. Players were transported by a fleet of 110 KIA cars during the tournament, with more than 40,000 journeys made by 215 drivers.
“The idea of having over 100,000 Australians with Kia’s brand showcased in their pocket every day is very exciting. The Australian market sells around 1 million cars a year so 100,000 interested customers spending more than 10 minutes with our brand, and proactively engaging with it every day for two weeks is an impressive result.”
Steve Watt; Marketing manager Kia
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@Jamey Bashford !