Woolworths, via M&C Saatchi Sport & Entertainment, has partnered with customer engagement platform Komo Technologies to create a digital Engagement Hub with interactive gaming-style experiences to educate young Australian netballers on the role of nutrition in sport as part of its Pick Fresh, Play Fresh positioning.
The netball campaign will be the second for Woolworths from Komo, following a proof of concept project created to support the retailer’s partnership with Surfing Australia.
The campaign will build on Woolworths’ sponsorship of Woolworths NetSetGO - Netball Australia’s official starter program for kids aged five to 10 - to teach children how healthy food choices can help them enjoy their sport and achieve their goals.
The Komo platform will allow Woolworths to easily create interactive experiences to deliver engagements in ways children can understand.
The campaign’s Engagement Hub will use gaming visuals and concepts kids are familiar with like badges, personalised and shareable player cards and leader boards, all linked to a wide variety of interactive games that make learning fun.
Players will be able to create a personalised player card, choose their avatar and earn, collect, and store badges by playing games for the chance to win prizes, including becoming the Woolworths NetSetGO Little Leader and walking the teams onto the court at the Suncorp Super Netball (SSN) Grand Final. The kids will also receive personalised tips and tricks on picking and eating fresh to improve their netball game.
The digital Engagement Hub will form the centrepiece of an integrated campaign across broadcast with Fox Sports, plus a range of social assets delivered by Woolworths’ agency partner M&C Saatchi Sport & Entertainment.
The netball campaign will build on Woolworths’ six-month Surfing Australia Pick Fresh Play Fresh campaign and Engagement Hub in partnership with Komo, which runs to the end of April.
Trent Sullivan, Woolworths' community sponsorship manager for sport & media partnerships, said: “We’re pleased to be continuing our work with Komo.
"The delivery to date on our Surfing Australia partnership is showing great proof of concept in allowing us to educate and inspire our audience in nutrition. We’re excited to build on that success for the upcoming netball season to help drive a tangible impact to kids’ health through our partnership with Netball Australia and Woolworths NetSetGO,”
Joel Steel, Komo CEO and co-founder, said, “It’s undeniable that the number of brands trying to get our attention each day is growing exponentially, and people are more distracted than ever.
"We also know that teaching kids about nutrition and healthy eating is vital to enable them to be their best selves and achieve their goals, so we are proud to play a part in this fantastic Woolworths initiative. The Komo platform has been built to connect and engage by cutting through the noise in a world of very short attention spans by delivering personalised, high value content.
"We are thrilled to have Woolworths, Australia’s most trusted and well-known brand, using our platform with great success, and we look forward to continuing to grow our partnership.”
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