The last week of May saw wine brand Wolf Blass leverage its status as an official partner of the AFL to roll out a series of short, three-minute spots which go behind the scenes with some of the league’s stars.
Launched to leverage the 11 June season restart, the campaign sees AFL champions Charlie Dixon, Brodie Grundy, Liam Jones, Callum Sinclair and Elliot Yeo front the social campaign called ‘Beyond Footy’.
The initiative consists of a series of five player-specific videos offering an insight into what keeps each of them motivated during their lives during the hiatus from football: exploring their personal passions and shining a spotlight on the journeys they eah went on to discover what they love doing most off the field.
The series features Dixon’s love of cars, Grundy’s love of landscaping and Sinclair’s new podcast studio.
The series rolls out through late May and June across AFL.com.au and the Official AFL You Tube channel and the rights-owner’s social media platforms.
The first two videos to launch feature Charlie Dixon and Liam Jones and will be followed by a further three spots rolling out each week.
Liam Jones has a hidden talent. The @CarltonFC defender uses his spare time to pursue his love of music.
We explore players' passions in Beyond Footy, thanks to @WolfBlassWines.
Live tomorrow on https://t.co/D2sNuYZLFE and our social media channels. pic.twitter.com/nbeBwdvPKu
— AFL (@AFL) June 1, 2020
“The engaging series showcases the breadth of talent our players have, on top of also being elite athletes,” explained AFL General Manager (Commercial) Kylie Rogers. “Each story is unique and showcases how passions – no matter how big or small – are key to a more fulfilling life. For all players in the AFL, having a passion outside of their football career is incredibly important. It helps them grow personally and professionally as well as gives them a connection to the community outside of football.”
Wolf Blass Global Marketing Manager Robert Knott added that the ‘Beyond Footy’ series also reflects and personifies the spirit of Wolf Blass by celebrating the bold pursuit of triumph.
“Whatever you want to accomplish, success is achieved by those who back themselves and learn along the way, and that is what this motivating series demonstrates,” Knott commented.
Comment:
Wolf Blass, which also has a heritage of cricket partners (through deals with Cricket Australia, the ECB and the ICC) and previous partnerships with England Rugby, also became a partner of the Women’s AFL in 2017.
The wine brand backed initiative follows on from AFL’s main partner Toyota’s ‘We Bounce Back’ season restart activation (see case study).
Links:
Wolf Blass
https://www.instagram.com/wolfblasswines/
https://www.facebook.com/WolfBlasswinesUnitedKingdom/?brand_redir=248865355123572
https://www.youtube.com/user/WolfBlassWines
https://twitter.com/wolfblasswine
AFL
https://www.afl.com.au/seasonlaunch
https://www.instagram.com/AFL/
https://www.youtube.com/user/BigPondAFL
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