I've long been a fan of the Essendon Football Club's online marketing efforts. Indeed, I've profiled their good work in the past. And it's not just because I'm a rabid fan of the club. I genuinely believe that they are a leader and pioneer within the digital arena. So much so that I almost applied for a marketing job I saw them advertise recently. Almost. And today they were at it again with a unique concept tied to Monday's massive Anzac Clash with Collingwood – the Anzac Day FanCam.
The premise, while not completely revolutionary in nature, is an Australian first. It utilised Gigpixel technology to create a 360 degree interactive photo of the stadium half an hour before the bounce of the ball. The quality of the photo is so precise that fans can zoom in to pinpoint themself in the crowd. All 90,000 of them. Cool!
I love the concept because I think it will have true resonance with fans. Attendance at blockbuster matches is almost a badge of pride for fans. Indeed, during the match on Monday I found myself bragging to a mate about how he missed the best Anzac Day clash ever 2 years ago when Essendon won with the final kick of the day. The FanCam approach provides a great new way for attendees to commemorate and remember one of the biggest matches of the year. The only thing I don't like about FanCam is the fact I'm not in the photo because Melbourne's ever woeful public transport system couldn't get me there on time.
If early impressions are any indication, the initiative seems to have been a success with the fans. A quick visit to the site reveals that hundreds of fans have tagged themselves in the crowd (although I would have loved the ability to search for friends names/tags). And the page has already been shared on Facebook over 500 times at the time of publishing. My guess is that it will leapfrog 1,000 shares sooner rather than later.
Undoubtedly, the exact return on investment (and value) of the concept will be hard to quantify. Apparently, the cost of the exercise was close to $20,000. But when the name of the game is ongoing member satisfaction, this is an excellent gesture in my opinion. And I'm the target audience, which has to count for something.
Great work Essendon.
{ 3 comments… read them below or add one }
Hi James,
Yes well I guess Essendon have got to have something going for them! lol
I have just discovered your internet marketing site. Great to see fellow Aussies online in marketing.
I have added your link to my website. Thanks
Regards
Catherine
Took a sneak peak at the tool and over 1000 shares so far, which is a great result. These are the types of tools we are all looking for that provide an experience that you can then share. That experience then has a life that lasts much longer than your original 30 seconds of fun.
Great post and a very interesting take on technology. I am very curious on understanding the marketing value behind the technology. I understand fan appreciation and it will help that, but I would think there is a plan to monetize this, but final discount is hard to figure out.