afl case study: growing a sport fanbase in china
DESCRIPTION
The Australian Football League wanted to drive awareness of the sport in China by having an exhibition game. Because of the lack of exposure and no presence online, they tasked Mailman Group to help promote the game and sport in general.TRANSCRIPT
Scoring a Chinese FanbaseCase Study: AFL
25% of current Australian rules
football lists are from diverse
backgrounds
The governing body, the AFL, wanted
to reflect this diversity by broadening
its appeal to growing markets, like
China, with an exhibition game
but because there was little exposure
to the sport
and a language barrier...
你会说中文吗？
it was largely an unknown sport in China.
? ??
That’s where MAILMAN came in
60Kvisitors to their website
in 30 days
The result200k+visitors to their
website in 90 days
7000+Chinese attendees at AFL’s
1st exhibition game in China
Websitecreated Chinese website
to educate & involve
the expanding fanbase
How we did it...Engagement
used social media
channels to start
conversations
Campaignspromoted game
through local sports
channels & ran contests
The website housed content designed to educate, engage & get Chinese
excited for the game
We harnessed the influence of Key Opinion Leaders
(KOLs) and microblogs to drive engagement
And promoted the AFL through media campaigns on
sports websites and platforms with prizes to increase
exposure
With Mailman’s help, the AFL had over 7000+
turn out to the event, a TV deal & major
media coverage across key China press, and
most importantly, established a fan base in
China
www.kawo.com
Brought to you by Mailman Group
Socializing Business
www.mailmangroup.comFor more information, contact [email protected]