How Melbourne Renegades knocked digital fan activations out of the park for sponsors with an 88.8% fan engagement rate

Customer: Melbourne Renegades

Industry: Sport & Sponsorship

Key themes: Fan engagement, Sponsor Enablement

Tools used: Poll, Memory Challenge

Key stats:

• 88.8% Engagement rate

• 4,659 Unique entries

• 7,658 Unique impressions

• 6,803 Unique engagements
  
  

TESTIMONIAL

“We had a number of our Renegades partners and sponsors who wanted to engage with our audience through some digital activations. Komo was the best fit to be able to deliver that for them.

We had a great experience [with Komo]. From day dot, they were incredibly responsive. They were very patient as we learned our way through the back end. It was always very positive.”

Cassandra Norris, Partnerships Manager, Melbourne Renegades

ABOUT MELBOURNE RENEGADES

Melbourne Renegades are a professional T20 cricket club based in Melbourne, Victoria, competing in the Australian domestic Big Bash League. The Renegades were crowned champions of the BBL in the 2018-19 season and finished minor premiers in the 2012-13 season, whilst also appearing in the final series on four occasions.

THE OBJECTIVES

In partnership with an extensive community of partners and sponsors, the team at Melbourne Renegades identified an opportunity to engage with their fan community through digital activations. To achieve this, the Renegades sought out a platform that was already driving benefits for other partners through world-class activations. On top of this, the fast turnaround times for BBL games required a platform that was intuitive to use whilst enabling the fast and easy delivery of powerful digital activations. After assessing the platforms on offer, Melbourne Renegades selected Komo as the platform to deliver their fan activations.

Through their activations, the Melbourne Renegades ultimately aimed to add value for their network of sponsors by driving brand exposure across men’s and women’s home games and facilitating the capture of valuable customer data.

THE SOLUTION

Throughout the cricket season, Melbourne Renegades leveraged Komo to run captivating digital activations for their fans. Through a centralized Engagement Hub, Renegades ran a series of games and competitions for fans, including:

Hyundai Prediction Game

Throughout matches, the Renegades ran a prediction game for fans in partnership with Hyundai and their 'Hyundai Help for Kids' charity. The game, titled 'Who’s Kona Hit a Six?', allowed fans to predict which player would hit a six for a chance to win a weekend away in the all-new Hyundai Kona and a $1000 Airbnb voucher.

Trikon Memory Game

To assist the fan base in building familiarity with all players from both the men’s and women’s teams, the Renegades ran a Trikon-sponsored memory game featuring all players.

Kona Karaoke

On match days, the Renegades leveraged the power of the big screen to give fans the opportunity to participate in ‘Kona Karaoke’, a Hyundai-sponsored game, by voting on the song they most wanted to hear. Winners would have their requested song played live at the match and were awarded a range of exciting prizes.

THE RESULTS

By launching engaging activations that showcased their range of sponsors, Melbourne Renegades were able to achieve impressive results for their partners. The activations resulted in an impressive 88.8% engagement rate and 4,659 unique entries from fans. This provided the Renegades’ partners with an extensive repository of valuable customer data and generated a significant number of high-quality leads. Additionally, the use of the memory game within their activations ensured that customers repeatedly returned to the activation throughout the season to better their scores. This led to a high average engagement time and rate that exceeded expectations, bolstering brand awareness for the Renegades.

Check out the cards they used below...

Want to see how easy it is to bring a game like this to life? Check out the Memory Challenge and Poll Knowledge Base articles!

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