Following a successful ‘Ultimate Season Ticket’ campaign last year where a fan won a pair of season tickets, VIP match tickets, shirts, hotels and travel to all core games, Kingstone Press tasked us to create another Ultimate ticket activity, this time leveraging the England Rugby league sponsorship.
Kingstone Press briefed us to create an engaging campaign appealing to Rugby League fans to work on-pack, digital and on-trade. The activity needed to be tailored to fans and offer a unique and memorable experience that would drive sales.
Our answer to the brief was to offer an extra layer to the prize, offering fans the chance to win ‘The Ultimate Rugby League trip to Australia’ to support England as they take on the Kangaroos in the World Cup, plus club season tickets and monthly prizes. This would be rolled out over a 16-week campaign in retail, on-trade and online.
We launched the campaign to the Rugby League community initially via club digital assets, programme ads, and social media. This was then broadened nationally with the on-pack promotion in Tesco (across single bottles and 6/4 pack can wraps) and pub kits within the Marston’s pub group.
We created and handed out thousands of Try Cards at core Super League and England games, which included free codes to enter online for the chance to win the headline and weekly prizes. Fans could also enter online using unique codes found on packs of Kingstone Press and promotional POS in pubs.
To maximise the announcement of the winner of the Ultimate Rugby League trip to Australia, we staged a live player draw at the Super League launch. Ex-Australian international Kurt Gidley made the draw and announced it live on Facebook.
We now have a happy winner who will be treated to the Ultimate Rugby League prize – jetting off to Australia to cheer on the England team! We will work with the winner throughout the season to ensure we deliver a fantastic fan experience to further enhance the relationship between fans and Kingstone Press, and also to provide some digital content on Kingstone Press’ social channels at key games.