Marketing technology firm, Campaignware, partnered with Seven West Media and Coles in the AFL Finals to deliver an interactive digital experience for fans.
The Australian startup has provided viewers of the Finals over the past three weeks with a second screen activation, Finals Fan Vote, where fans can select their player of the match and the chance to win prizes.
For this campaign, Seven’s cover leveraged Campaignware’s turnkey digital content template library to deliver branding integration for Coles, one of AFL’s flagship brand partners.
Campaignware Founder Adam Mussa said: “We are excited to be working with Seven West Media to showcase our unique digital content creation platform with a beloved broadcaster and iconic Australian brand. We look forward to more fruitful partnerships with the Seven West Media team with whom we have had the pleasure of working. “
Campaign activation is available via an onscreen QR code during match coverage. During Seven’s Saturday Night AFL Finals on Sept. 4, the channel had 1.155 million viewers, according to VOZ figures.
Seven’s Director of Network Digital Sales, Nicole Bence, said that through the partnership with Coles and Campaignware, Seven has been able to “demonstrate an ongoing commitment to deliver more value and a deeper commitment to our partners and our audience.”
“Finals Fan Vote capitalizes on AFL superfans and exploits ‘second screening’ behavior, inviting fans to engage in a two-way conversation. With so many AFL fans across the country missing the chance to attend the final in person this year, we’ve created a solution that brings our audience closer to the cultural moments the AFL is so known for by enhancing. their AFL experience.
Campaignware recently rebranded Benchvote and provided its digital content platform to customers including several clubs from the AFL, Melbourne Storm, Wolverhampton Wanderers in the EPL and the Wigan Warriors in the English Super League. He has also worked with brands such as Dell, ViacomCBS and BeIN Sport.
Last month Coles published a campaign ahead of the 2021 Toyota AFL Finals Series, “The Best Value Game on Earth” via DDB. The spot features AFL stars Eddie Betts and Anthony McDonald-Tipungwuti, who are also Coles ambassadors.