While the AFL season is on hold due to the coronavirus pandemic, Sydney Swans principal partner QBE has launched ‘QBE Swans Story’ so that the team’s fans can still get a footy fix despite the lack of on-field action.
Launched on 6 April, ‘QBE Swans Story’ is an initiative hubbed around a microsite at https://www.sydneyswans.com.au/qbeswansstory which seeks to put fans in the editor’s chair and enable them to relive and repackage some of their favourite Swans football highlights from the past 30 years – all from the comfort of home.
At the heart of the initiative is an intelligent video creation system which draws on highlights from more than 30 years of Swans football footage to create a customised two-minute film: the individual videos include a personal welcome from each fans’ favourite player, plus the chosen game footage, as well as club trivia which is all wrapped into a single downloadable, sharable video file.
In a list-building strand at the start of the activation, fans are asked to complete a short quiz on their connection to the Swans before they are invited to use any connected device to visit the free site
The initiative, developed in harness with agency Octagon, was promoted through a campaign that included PR and social media content running across the brand and the sponsor’s channels and led by a hero video which blends player and action footage with animation.
Thanks to our Principal Partner @QBEAus you can create your own personalised #QBESwansStory. Answer a few simple questions and you’ll get your very own video of memorable highlights.
Visit https://t.co/PzOAjCvKCC pic.twitter.com/TryZLt41ND— Sydney Swans (@sydneyswans) April 3, 2020
QBE Swans Story is free to use and available now.
Comment:
An interesting lockdown activation which blends personalisation, share-ability and fan favourite footage, which also acts as a list-building initiative which enables sponsor and team to gather detailed information about it fans.
QBE has been part of the Sydney Swans family for a record 34 years and is committed to keeping fans connected to the club through the challenges currently faced by the entire community.
Other notable QBE Swans activations include 2018’s ‘360VR Match Day Experience’ (see case study) and 2017’s season kick-off ‘Unpredictable’ activation (see case study).
Links:
QBE Swans Story
https://www.sydneyswans.com.au/qbeswansstory
QBE
https://www.facebook.com/QBEInsuranceAustralia
https://www.youtube.com/c/QBEInsurance
Sydney Swans
https://www.sydneyswans.com.au/
https://www.facebook.com/sydneyswans
https://twitter.com/sydneyswans
https://www.instagram.com/sydneyswans/
Octagon
http://www.octagon.com/australia
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