The AFL’s star players surprise passers-by with a live streaming stunt from JCDecaux.
The AFL has partnered with JCDecaux, Virgin Australia and Vizeum Australia to give away free tickets across Sydney, Melbourne and Adelaide.
The campaign appeared on interactive digital panels in CBD areas and featured a static AFL advertisement promoting the finals in the lead up to the Grand Final.
At a random peak time, the panel displays were activated, featuring well-known players from teams in each state via a live video stream, enabling members of the public to interact in real time.
Housed in an off-site Virgin Australia Lounge studio, players rewarded their fans with game tickets or vouchers via the screens, as well as surprising fans by physically appearing at the display sites.
Some lucky fans also won the ultimate major prize of two AFL Grand Final tickets per city including Virgin Australia flights from Sydney and Adelaide, personally delivered by the AFL star, all of which was captured on video.
AFL superstars who participated in this experiential advertising campaign included Shane Mumford (GWS Giants), Tom Bellchambers (Essendon), Alex Rance (Richmond),Tex Walker (Adelaide Crows) and Chad Wingard (Port Adelaide).
AFL head of marketing Julian Dunne says the company wanted an idea that embraced the nature of the game.
“Footy is fast, action packed and unpredictable, so to launch the 2017 Toyota AFL Final Series we wanted a campaign that embraced the true spirit of the game.
"We are delighted to have partnered with Virgin Australia and JCDecaux on this initiative. We know it’s the stars of the game who the fans really want to see and through this initiative fans were given the opportunity to meet and interact with their footy heroes and to come and experience a game live.”
JCDecaux’s head of creative solutions Alan Klein adds: “AFL players surprised their fans speaking directly to them from the panels and their reactions make incredible shareable content for both the AFL and Virgin Australia. Using our digital panels as a creative stage to reach people online as well as on the street has brought a whole new level of wow factor to the AFL and its fans.”
