Seven and Coles partner with Campaignware for AFL Finals integration

Marketing technology business, Campaignware, has partnered with Seven West Media and Coles during the AFL Finals to deliver a digital interactive fan experience.

The Australian startup has provided viewers of the finals over the past three weeks a second screen activation, Finals Fan Vote, where fans can select their player of the match, and the chance to win prizes.

For this campaign, Seven’s coverage leveraged Campaignware’s turnkey digital content template library to broadcast the brand integration for Coles, one of the AFL’s flagship brand partners.

Campaignware founder, Adam Mussa, said: “We’re beyond delighted to be working with Seven West Media to showcase our unique digital content creation platform with a well loved broadcaster, and iconic Australian brand. We look forward to more successful partnerships with the Seven West Media team who have been a pleasure to collaborate with.”

The activation for the campaign is made available through a QR code on-screen during match coverage. During Seven’s Saturday Night AFL Finals on 4 September, the channel delivered 1.155 million viewers, according to VOZ figures. 

Network digital sales director at Seven, Nicole Bence said that through the partnership with both Coles and Campaignware, Seven has been able to “demonstrate an ongoing commitment to delivering more value and deeper engagement for our partners and audience”.

“Finals Fan Vote capitalises on the superfans of the AFL and taps into the behaviour of “second-screening”, inviting fans to engage in two-way conversation. With so many AFL fans around the country missing the chance to attend the finals in person this year, we created a solution that brings our audiences closer to the cultural moments that AFL is so well known for by enhancing their AFL experience.”

Campaignware recently rebranded from Benchvote, and has provided its digital content platform for clients including several AFL clubs, Melbourne Storm, Wolverhampton Wanderers in the EPL and the Wigan Warriors of the English Super League. It has also worked with brands including Dell, ViacomCBS, and BeIN Sport.

Last month, Coles released a campaign ahead of the 2021 Toyota AFL Finals Series, ‘The Best Value Game On Earth’ via DDB. The spot features AFL stars Eddie Betts and Anthony McDonald-Tipungwuti, who are also Coles ambassadors.


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