The Sydney Swans 2014 season has gone from strength to strength. Not only are they dominating the top of the table, they are also dominating their fan social engagement with the introduction of match day Social Battles in the AFL Finals Series.
The Swans media and match day teams are continually striving to present new and innovative fan interaction experiences. Twitter Polling was utilised successfully throughout the regular season. To continue their push into the social space during the AFL Finals Series they were seeking a highly engaging and gamified social tool not seen before. Crowd Convergence delivered the Battle Widget.
Due to content scheduling constraints the activation had to be short and also incorporate key sponsor branding. Most important was the ability to reflect changes to the vote in real-time and therefore provide instant gratification and recognition to their fans.
A virtual fan battle ground was created using the Crowd Convergence Battle Widget. The question, “Who will win today?” was posed to fans through the Widget and supplemented with on-ground MC instructions. Fans simply sent an SMS with their answer of “Swans” or “Dockers” to cast their vote and the Battle screen animated to show real-time results. At the end of the 90 second segment the winner was displayed in a dynamic and team branded animated graphic.
With over 250 votes being received in the first 60 seconds, the Swans were overwhelmed with the instant success of the Social Battle. SMS votes were displayed within five seconds of being sent from a fan’s mobile. The activation heightened the pre-match competition between Swans and Dockers fans and contributed to a successful match day. Real-time results and a simple voting mechanism allowed any fan in any age group to participate, fulfilling a key objective of the activation.
The success of this Social Battle has allowed the Swans to leverage sponsor opportunities and will be utilised further in the 2015 season.