Digital Engagement for HomeWorld
A way to engage Sydney Thunder fans
As part of their sponsorship, HomeWorld wanted to introduce a brand experiential activation that ensured they were not just doing the same kind of marketing they’ve done before. Instead, they wanted to create a way to engage Sydney Thunder fans by allowing them to capture their moments with family and friends as they watch their favourite team compete.
An interesting contest!
The men’s Big Bash League (BBL) has 8 teams competing in a short 20/20 over format and the games are played across different states and different venues. See the full fixture here.
The league sees each team made up of a maximum of two international players and local heroes who have represented their ‘A’ team in their home country. It really makes for an interesting contest! The league is also a great opportunity for young and emerging players to shine and increase their chances to represent their country. There is also a women’s cricket league (W-BBL) that is becoming increasingly popular.
The BBL attracts a ton of family audiences from all over the world who proudly wear their team colours to show their passion and support at the games.
Fans usually turn up to a game about an hour or so before it starts and are in a rush to get to their seats. This means there is a small window of opportunity in terms of attracting users to download the app and show their support for the Sydney Thunder team.
Sydney Thunder fans visited the HomeWorld marquee to select from one of the many filters to get their faces digitally painted with an augmented reality experience. Fans were then able to send that pic to either their mobiles or email and the giant screen both at Giants (ex Spotless) Stadium and iPTV screens was displaying the images on the big screen at the game in real-time!
Concept ideation, Design and Delivery
Team Mobiddiction monitored all big screens content for moderation, our tech team also kept an eye on the delivery of SMS’s/Emails and images to fans while they watch the games. We also assisted in the purchase and set up of the HomeWorld display at the marquee, which included secure iPad stands. Our excellent technical team were on the ground, assisting and working with the HomeWorld team for the activation including staff briefing, demo’s, PA scripts assistance and generally to ensure there was no disruption to the activation and more so to the Fan Engagement.
”Mike and the team at Mobiddiction were great to work with on the creation of the HomeWorld ThundAR activation. The concept put fans first and created a new, exciting and sustainable way to engage with attendees before, during and after the match day experience. As an agency partner, the team were always happy to collaborate with both the client at HomeWorld and ourselves as the rights holder. This led to a successful integration with our match day event presentation technology ensuring the activation was promoted to fans at every touch point.Vicky TyasHead of Partnerships Cricket NSW