Crowd Convergence was proud to partner with the AFL during the 2014 AFL Finals series to produce an innovative and customer-focused social media solution. The activation was staged in the entertainment precinct of ANZ Stadium for the elimination final between the Sydney Swans and North Melbourne Kangaroos. Crowd Convergence provided a platform that encouraged supporters to engage in Twitter banter and used branded Photo Walls to give fans their five minutes of fame.
The AFL wanted to socially engage and entertain their fans from the moment they set foot in the precinct at ANZ Stadium. As a leader in match day entertainment, the AFL sought a solution that was inclusive, creative and simple for ticket holders; and one that would not compromise the integrity of the brand and its partners.
Crowd Convergence produced a spectacular visual set with three custom-branded Photo Walls and a 100m LED ticker running exclusive live Twitter content from the train station to the precinct hub.
Crowd Convergence hardware and expert support were onsite to collect, filter and moderate all social content to ensure it was in keeping with the positive brand messages sought by the AFL and its game day partners
Fans loved the LED Twitter ticker; 95% of the messages captured throughout the evening were Tweets featuring #AFLFinals. At it’s peak, Crowd Convergence was filtering and moderating over 100 items per minute that were then displayed on the various mediums within the entertainment precinct.
The branded Photo Walls exposed additional commercial opportunities for Sponsors with their branding being displayed on two of the three screens at any one time.
Brands involved in the activation, which included ANZ Stadium, Sydney Olympic Park Authority (SOPA) and Telstra, were enormously impressed with the level of audience engagement before the first bounce, and in particular how that interest was sustained throughout the game.
Crowd Convergence is proud to have delivered a social media solution which met the clients objectives and look forward to growing this relationship further in season 2015.