Tuesday, 2 September 2008

The Adelaide Crows Inner Circle

Fanatical Adelaide Crows supporter, Rebecca, had a real MCB (Money Can't Buy) experience on Saturday when she belted out the Crows team song arm in arm with the players after a nail biting win against the Western Bulldogs.

Rebecca was one of more than a thousand punters who risked the life of their mobile phones in a deluge of biblical proportions when she texted her entry in the Carlton Draught Text'n'Sing promotion at AAMI Stadium.

Via Media was engaged by the Crows and Fosters to manage the interactive side of a test campaign that looks like running through to season 2009 after positive feedback from club, sponsor and fans alike. With co-operation from partner 2moro Mobile, Via Media set up an inbound mobile number to capture entries, before bouncing back an unexpected voice message from superstar Crow Nathan Bock, thanking fans for their support and asking for help to get the Crows over the line in what was a tense final quarter.

Not quite the Big Ad, but targeted, relevant, timely, contextual, engaging communication. Maybe just what Fosters was after?


Julian Cole said...

Love it, nice idea! Giving a real nice intimate feel with the personal response. How did you measure the success of the campaign?

Jason Neave said...

Thanks Julian (are you a Crows supporter?). Total response numbers weren't mind blowing (3-4%) but it was a low cost exercise and positioned Carlton Draught with a pretty unique experience - if only the winner hadn't left her Carlton Draught hat behind when she squeezed into the player circle in front of the TV camera! We'll look at a few variations for next year, in case you're at a game. Clients were happy, punter ecstatic (might even have to ask her to blog about it...).