AFL ramps up Don’t go Quietly campaign with Face the Finals Facebook extension

The AFL is ramping up its finals season promotions with a new campaign with Facebook allowing people to become the hero in the ‘Don’t go Quietly’ campaign currently running.

The ‘Face the Finals’ extension to the campaign by Cummins & Partners has been created through agency tkm9 and uses Facebook to paint fans faces in their favourite team colours and insert themselves into photo with a star player.

Collingwood AFL face of the finals

Images of fans will then be projected onto the MCG and ANZ Stadiums in the final rounds of matches in the build up to the Grand Final.

Julian Dunne, AFL head of brand and market insights said: “We have incredibly loyal and passionate fans and we wanted to engage them in our campaign and have a bit of fun at the same time. There’s nothing quite like the feeling you get at the finals and people are proud to be part of that and want to get behind their team and show their colours. This is an innovative way of engaging fans.”

“Facebook is the largest digital stadium in the world with 1.6 billion connections between people and sports entities,” said Karren Rogers, head of Facebook public content partnerships in Australia.

“As AFL club memberships hit a record high in 2014, we are excited to be the exclusive partner with the AFL for Face the Finals, allowing fans to cheer on their favourite teams in a unique way across Australia.

“Through this initiative we can surface connections at scale and can integrate the face and voices of fans and players into every screen – online, on-air and at the ground.”



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