Brisbane Broncos players invite fans to party via interactive campaign

A new interactive campaign by NRL team Brisbane Broncos aims to drive club membership using video integration and a phone invitation from the players.

The campaign, created inhouse, focuses on celebrating the club’s 25th year in 2013, and invites potential members to be part of the party.

To access the video on the website the user must enter their name and mobile number.

The video sees current Broncos players and past legends of the team celebrating with cheerleaders, mariachi bands, horses and other club members before the party realises the team’s biggest fan, the user, is missing.

The players reach for their phones at which time the user’s phone rings with a membership invitation from either captain Sam Thaiday, former captain Darren Lockyer or coach Anthony Griffin. The video ends with retired Broncos player Allan Langer spray painting the user’s name onto a seat at Brisbane’s Suncorp Stadium.

After the video, users can opt to enter their email addresses for further video outtakes and a chance to win prizes from Broncos’ key sponsors Coke and NRMA who also helped funded the digital and telecommunications side of the project.

Terry Reader, GM of marketing and commercial operations for the club of the campaign: “Everything is about the 25 year celebration. We want to reengage with the fans who have been with us since day one but may no longer be members.”

“We have 26,000 members, the most in the NRL, but there are 36,000 membership seats on offer around the stadium.”

Content from the video will form the membership TVC due in 2013. The campaign also saw the launch of the new logo encapsulating the 25 years.


Client: Brisbane Broncos
Client Team: Terry Reader, general manager marketing and commercial operations, Vicki Ciocca, brand & partnerships manager
Production Company: Radium
Director: Simon Smith
Producer: Brett Straughan
IT: Darryl King for Ireckon
Telecommunications: James Stewart for Reachtel


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