AFL official beer Carlton Draught launched a grassroots football community support initiative called ‘The Carlton Draft’ in late February: the campaign sees a team of eight AFL legends made available to play for local Victorian clubs to support grassroots footy clubs after what has been a challenging few years.
The Carlton & United Breweries (CUB) brand, the official beer of the AFL, aims to aid local grassroots football clubs across the country and help them recover from the most difficult period in recent memory by bringing together communities and encouraging fans to come out and support local footy.
The concept sees ‘Draft Commissioner’ (and three-time premiership player) Jonathan Brown leading a former professional playing pool which also includes Jarryd Roughead, Eddie Betts, Nathan Jones, and Dale Thomas who will all pull on their footy boots to play for a local club in a regular 2022 local club home game.
Local footy fans and clubs can nominate their club to enter the ‘The Carlton Draft’ through the campaign website at www.thecarltondraft.com.au. Entries close on 27 March 27 and then eight lucky clubs will be drawn from those entries at ‘The Carlton Draft’ which will be broadcast live on Fox Footy on 27 April and then matchdays featuring the eight AFL legends will kick off from 30 April.
Each winning amateur club will be supported with a unique matchday experience which will see the former AFL super stars play alongside the local players.
The initiative is promoted through an integrated marketing campaign spanning PR, digital and social platforms led by a hero spot.
AFL Legends. Drafted to your local club. Enter now at https://t.co/ihGgFWjSzG. Tag a local club who could do with a boost, or a mate who would love to pull the boots on next to one of these legends this year. pic.twitter.com/aIgZzds3B0
— Carlton Draught (@CarltonDraught) February 27, 2022
Win $10k! Enter for your chance to join The Carlton Draught Sweep for The 2021 Caulfield Cup. T&Cs apply, VIC only. pic.twitter.com/TRyxqoB3s1
— Carlton Draught (@CarltonDraught) October 1, 2021
The initiative was developed by the Carlton Draught marketing team and the creative and strategy team at sports talent and marketing agency TLA Worldwide.
TLA led the project ideation, creative, talent and community engagement, content and digital production as well as PR and communications and the agency team included:
GM Creative & Strategy Sam Fleming, Creative Director Tom Meredith, Senior Strategist & Project Manager Jake Syslo, Directors Guy Martin and Jack Ryan, Production Leads Zain Khan and Will Marshall, Group Account Director Ben Edmonds, Project Managers James Pennycuick and Hayley Giarrusso, PR & Communications Lead Patrick Lucarelli and Art Director Tyson Zeinstra.
“Carlton Draught has long been the beer of the AFL – we have played in everything from content, broadcast, activation and promotion,” said CUB’s Director of Classic & Premium Domestic Brands Hayden Turner. “This year we wanted to deliver a truly integrated campaign that brings together all the above, in a way that gives value back to the local community. TLA has helped us build something special and ‘The Carlton Draft’ is a community first campaign that allows us to maintain our brand voice. We couldn’t be prouder and eagerly anticipate its impact on the clubs involved and the wider grassroots footy community in 2022.”
TLA General Manager Of Client Management & Partnerships Paul Malina added: “’The Carlton Draft’ has been a massive team effort between TLA and our partner’s CUB, the AFL and Fox Footy. TLA’s entire business has come together to dream up this concept and make it a reality, and we are appreciative of CUB continuing to give us the license to be brave and green-light ground-breaking campaigns for over ten years now. Connecting brands, fans and supporting community sport are part of TLA’s DNA and we hope people will enjoy seeing what “The Carlton Draft” brings to their local footy club games and their screens while helping community footy get back on its feet after a rough few years.”
Comment
‘The Carlton Draft’ continues the beer brand’s long tradition of supporting grassroots footy clubs and its strategy of using sport as a major marketing pillar.
CUB puts sports sponsorship at the heart of its marketing mix and the brewer boasts official beer status with the AFL (Carlton Draught), plus the NRL (VB), the Australian Open (with Peroni) and Cricket Australia (with 4 Pines).
Leave a comment
You must be logged in to post a comment.