THE WORK
THE THINKING
XCOM created a stylish microsite to promote Brisbane Airport Corporations (BAC) sponsorship of the Liverpool FC v Brisbane Roar football game. Offering a simple entry mechanic that is interactive and funky, visitors were prompted to enter the draw by ‘filling’ seats for themselves and their friends.
OBJECTIVES
The main focus of this six-week campaign was to drive engagement on all social media platforms whilst associating Brisbane Airport Corporation as a major sponsor of the event.
Case Study
CLIENT
Brisbane Airport CorporationCAMPAIGN
Liverpool FC v Brisbane Roar - Win a money can’t buy experienceKey Features
- Easy to enter with a fun, interactive mechanic - fill in seats for you and your mates
- Social share functionality via Email, Facebook, and Twitter
- KPI dashboard for reporting entrants and sharing behaviour
- Triggered emails for entry confirmation & forward-to-friend sharing
- Entry function on email for a quick entry
- Remarketing & Launch emails for subsequent campaign phases
SUMMARY
XCOM, in partnership with Brisbane Airport Corporation, had a chance to create a fun entry mechanic for the Liverpool FC v Brisbane Roar competition. From this brief, XCOM created a funky responsive site which prompted viewers to enter the draw. XCOM built a share functionality, which allowed entrants to share via Facebook, Twitter and email to receive bonus entries.
The site also promoted the latest projects and Brisbane Airport Corporation news which generated interest back to their website.
Background
Launching in May 2015, the first phase of the competition offered entrants the chance to win Match tickets for them and 3 friends; a Suncorp Stadium tour as a guest of the Brisbane Roar; a Liverpool FC & Brisbane Roar merchandise gift and $250 travel voucher to get them to the match.
The second phase offered entrants the chance to win match tickets for them and 3 friends; an exclusive 'Football & Friends' lunch event at Gambaro's; a Liverpool FC & Brisbane Roar merchandise gift and a $250 travel voucher.
The last phase of the campaign was remodelled to focus on a "fill these seats" entry mechanic.
The winner of this third and final phase received exclusive money can’t buy tickets (to literally the best seats in the house) for them and a friend, complete with food and beverage package; an exclusive 'Football & Friends' lunch at Gambaro’s with David Gallop, Craig Moore & Brook Spence; a merchandise gift and the opportunity to meet a Liverpool FC Legend at the match.