Building First-Party Data Assets And Finding The Rooster's Biggest Fan

Industry: Car Rental, Sponsorship Enhancement

Client: Budget Car Rental Australia, Havas Sports & Entertainment Australia 

Solution: In-stadium Live Trivia and Engagement Hub

Objectives

Budget Car Rental, a major sponsor of the Sydney Roosters, was looking for a way to leverage their sponsorship to engage fans of the Sydney Roosters at the Sydney Cricket Ground, build first-party data assets, and drive traffic to the company's booking page.

Solution

Partnering with Havas Sports & Entertainment, Budget used Komo's audience engagement platform to create an in-stadium digital activation centred on Live Trivia. 

The campaign, "Finding the Rooster's Biggest Fan", sought to connect with fans on a passion point and forge a deeper connection between fans and the Budget and Rooster brands.

Results

The campaign had strong results and the company was able to engage with over 9% of the audience in the stadium, building their first-party database with high-quality leads. Each user engaged with the digital activations for over 3 minutes, building Budget Car Rental and the Sydney Roosters' top-of-mind brand awareness amongst the audience. The digital activations also resulted in a 98% response rate for market research questions. 

"In partnership with Komo Digital, we have been able to engage, reward and better understand the passionate fans of the Sydney Roosters.

By utilising Komo's Engagement Hub and Live Trivia, we have been able to drive traffic to the Budget booking page, gathering qualified first-party data and drive a deeper connection between the Budget brand and the Roosters fans, by connecting with them about something they are genuinely passionate about: "Finding the Roosters Biggest Fan."

Komo's self-service platform has made it extremely easy to create an immersive in-stadium activation at the SCG. The activation allowed us to engage and collect first-party data from over 9% of fans in the stadium, with each fan engaging digitally with the Budget brand for over 3 minutes each. We are excited about the versatility of the Komo platform, which will allow us to continue to engage and add value to the Budget sponsorship partnership like the Roosters."

Patrick Millington Buck

Senior Account Director at Havas Sports & Entertainment

About

Budget Car Rental Australia is a leading vehicle rental company offering rentals for cars and trucks to cost and value-conscious travellers. 

Havas Sports & Entertainment Australia are specialists in sponsorship and partnership management, connecting sports brands and fans nationwide.  

Discover how you can innovatively engage your audience with Komo’s Engagement Hub and Live Trivia.

Check out the card they used below...

Want to see how easy it is to bring a game like this to life? Check out the Live Trivia Card Knowledge Base article here.