Specialist below-the-line agency 34 added spice to the 2010 Absa Currie Cup for client SA Rugby, tournament rights holder of the Absa Currie Cup. A two-tier activation was developed to engage passionate rugby supporters in both the online environment and at rugby stadiums around the country, integrating above-the-line elements to create awareness around the campaign.
The Get That Fan campaign was designed with the primary objective of creating excitement around the 2010 Absa Currie Cup tournament and driving fans to attend games at their local stadiums.
"The Get That Fan campaign was divided into two phases - the online component of the campaign where fans signed up and stood a chance to win, and the in stadium activation where registered fans followed the online clues and found the fan at featured Absa Currie Cup Premier and First Division matches around the country, for a second opportunity to win," explains MD of 34Sport Grant Hillary.
Campaign awareness was driven through live reads on local radio stations, popular sports prediction site Superbru and by means of colourful traffic intersection activations - with activators dressed in the local team colours, handing out naartjies and business cards, prompting passers by to go to www.getthatfan.co.za
With R1.25million in cash prizes, there was plenty of incentive for fans to participate in the Get That Fan campaign.
34Sport collaborated with Clickthinking to create and execute phase one - the online component that engaged fans and urged them to get behind their ABSA Currie Cup teams.
Nearly 60% of traffic to the micro site was direct traffic, an indication of the success of the direct marketing drive. Another 34% of traffic was generated from referring sites, Google, Superbru and Facebook, which were targeted media drivers in the campaign.
Statistics revealed a high conversion rate of 37% and a strong level of engagement, with visitors spending approximately seven minutes on the micro site interacting with the competition element as well as the Flickr and Share features on the site.
The online connection was also sustained through timely log and fixture updates, the Flickr photo feed and alerts for scheduled games in specific areas, encouraging users to return to the site after their initial sign up.
In phase two participants were given access to clues to assist them winning a second cash prize by finding That Fan at selected ABSA First and Premier Division Currie Cup matches around the country.
"The Get that Fan campaign was a great opportunity to engage with rugby supporters around the country and provide them with additional incentive and excitement around the Absa Currie Cup matches happening in their town or city," said SARU Brand Manager Sarah Williams.