AFL team Hawthorn FC teamed up with tech-led digital and social engagement agency Campaignware for an in-stadium photo memento fan activation on the main MCG concourse for the team’s 19 March Round 1 game against Essendon.
The Hawthorn Hawks, an Aussie Rules club based in Mulgrave (Victoria), worked with Campaignware’s new Bespoke division for a booth based team photo initiative that offered fans at the game in person a chance to take home a team photo match memento in which the individual fan is in the centre of the team picture.
The ‘Get In The Team Photo’ initiative was based around a physical photo booth in which supporters took a full-body snap of themselves and this image was then digitally placed into the centre of a specially designed team photo – thus enabling fans to appear as part of the Hawks team alongside their footie heroes.
Powered by Campaignware’s custom image insertion technology, different physical and digital versions of the campaign will be rolled out throughout the season.
“For the first time in three years, we’re able to celebrate the beginning of the AFL season in a big way, and with a 60,000+ crowd anticipated for our Round 1 grudge match, we wanted to give our loyal members and fans every reason to get along to the game,” said Hawthorn FC Head Of Marketing Karina Bloomfield. “New and creative ways to engage our fans are at the forefront of our match day strategy, and so we put the challenge to Campaignware to custom design and build this activation for us. We’re thrilled with the finished product and think our members and fans will be too.”
Campaignware Founder Adam Mussa added: “We’re thrilled to continue pushing the boundaries of fan engagement with our longstanding partners Hawthorn FC by creating this unique physical activation space and showcasing the scope of what Campaignware can offer to the sporting community through our Bespoke division. We can’t wait to see the smiles on fans’ faces on the day, and just how far we can push this technology in the future.”
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Whilst this is a new technology fan activation developed for the start of the 2023 AFL season, it isn’t the first time that the Hawthorn Hawks have invited fans to ‘Be In The Team Photo’.
The fresh work adds to the team’s umbrella new 2023 season club campaign which was titled ‘Believe’ and was spearheaded by a hero spot launched pre-season on 6 March.
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