From Courtside to Cash Register: How NZ Breakers drove 4.7k in-store redemptions for Burger King using Komo

Customer: NZ Breakers & Burger King

Industry: Sport & Sponsorship

Key themes: Fan Engagement, Sponsor Integration, Seasonal Activations

Tools used: Poll, Image, YouTube Video, Number Guess, Digital Coupons

Promotional channels: In-venue, Social Media, Broadcast

Key stats:

• 28.1k Total engagements

• 11.3k Total unique entries

• 43.1% Coupon redemption rate

• 4.7k+ In-store redemptions

EXECUTIVE SUMMARY

The NZ Breakers partnered with Burger King and Sky Sport to elevate fan engagement during the 2021 NBL season. Using Komo’s platform, they created the Breakers Hub, a digital destination for interactive content that combined fan-driven games with sponsor-branded rewards. Activations such as MVP polls, game predictions, and Whopper giveaways captivated fans, encouraged participation, and delivered measurable value for sponsors. The campaign not only engaged fans but also drove in-store purchases and collected valuable first-party data, reinforcing the Breakers’ position as an innovative leader in sports entertainment.

About NZ BREAKERS & BURGER KING

The New Zealand Breakers are a leading team in the National Basketball League (NBL), renowned for their dynamic gameplay and passionate fan base. Burger King, one of New Zealand’s most iconic fast-food brands, is equally known for delivering fun, memorable customer experiences. Together, the Breakers and Burger King collaborated to create an innovative approach to fan engagement during the 2021 NBL season, combining the energy of live sports with the excitement of gamified rewards.

The PROBLEM

As part of the 2021 NBL season, the NZ Breakers needed to deliver a compelling fan experience that would connect with audiences both in-stadium and at home. They aimed to create a strategy that would not only engage their loyal fan base but also drive measurable value for their key sponsors, Burger King and Sky Sport.

The challenge was to elevate fan interaction while increasing brand awareness, encouraging in-store purchases, and fostering stronger connections between fans and sponsors. The solution needed to provide entertaining content that resonated with fans while delivering tangible returns for sponsors, making the Breakers’ activations a win for everyone involved.

To achieve these objectives, the NZ Breakers partnered with Komo to build the Breakers Hub, a digital platform designed to house interactive, gamified content that would drive fan engagement and reward participation. By leveraging Komo’s versatile tools, the Breakers integrated sponsor-driven activations into their Hub, combining entertainment with impactful brand visibility.

The Breakers Hub featured several key activations:

Whopper 90 Not in Play

Sponsored by Burger King, this activation rewarded fans with a free Whopper Jr. when the Breakers scored more than 90 points in a game. When the scoreboard hit 90, a code word was shared live during the Sky Sport broadcast and on Burger King’s social media channels. Fans entered the code in a data capture form on the Breakers Hub and received a text message with a redeemable digital coupon, driving foot traffic to Burger King locations. The code was only redeemable for 24 hours after the game, creating a sense of urgency, and couldn’t be copied or reused thanks to Komo’s secure coupon technology. This activation engaged fans all across New Zealand, regardless of where the games were played, allowing the Breakers to connect with supporters nationwide and strengthen their bond with the team through meaningful rewards. Additionally, the data capture enabled by this activation opened opportunities for future engagement, such as promoting ticket sales, exclusive offers, and targeted communications to deepen the relationship with fans and enhance their experience.

Sky Sport Most Valuable Player Poll

Using Komo’s Poll card, fans selected their Sky Sports MVP after each game for a chance to win a Sky Sport Breakers tee. This activation fostered fan participation while showcasing Sky Sport’s sponsorship prominently.

YouTube Season Highlights

Leveraging Komo’s YouTube card, the Hub showcased season highlights, player interviews, and spotlight features to keep fans engaged and updated. This content kept the audience connected with the team throughout the season, even between games.

Sky Sport Breakers Point Predictions

Using Komo’s Number Guess card, fans could predict the Breakers’ point tally for each game. Sponsored by Sky Sport, this activation added a layer of anticipation and interaction to every match.

These activations combined to create a seamless fan journey, engaging audiences with interactive content while driving value for sponsors. Komo’s platform also allowed the Breakers to collect valuable data from fans, providing insights to refine future strategies.

The Results

The Breakers Hub was a resounding success, driving impressive fan participation and delivering measurable outcomes for sponsors. Fans eagerly engaged with the Hub’s gamified content, fostering a stronger connection with the Breakers and their partners. The Whopper activation, in particular, achieved a 43.1% coupon redemption rate, driving foot traffic to Burger King locations and boosting in-store sales.

Across the season, the Hub generated over 28,000 total engagements and attracted more than 11,000 unique fan entries. With over 4,700 in-store redemptions, Burger King experienced a tangible return on its sponsorship investment, while Sky Sport maintained a strong presence through its activations. The data collected through Komo’s platform also provided valuable insights into fan preferences, helping the Breakers and their sponsors refine their engagement strategies for the future.

Check out the cards they used below...

Want to see how easy it is to bring games like these to life? Check out the Poll and Number Guess Knowledge Base articles!

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