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NRL Superfan Promotion Mission | Tactics | Deployment | Victories Mission The National Rugby League was looking to implement its NRL Superfan loyalty program, where footy fans could have their photos taken at a special match day for each of League’s 14 teams. The photos would be taken with team cheerleaders (as you do) or the team mascot, and would be made available online after the game. In addition, select fan photos would be highlighted on the big screen, and an opt-in competition winner would be chosen and awarded prizes and a VIP visit to the team dressing room. Now that’s gold! Tactics Communicator worked with the NRL to develop an on-site presence where, at each of the team promotion days, photos of fans were taken with a Telstra phone and every fan was awarded a unique MMS code for their photo. Fans could then upload their photo and details to 199 66NRL to enter into the competition. Talk about an effective path to customer acquisition – go you good thing! Deployment Communicator sent its travelling promo crew to run a Telstra stand at a select game for each NRL team across the country, where they took fan photos and distributed NRL and Telstra promotional material. After having their photos taken, fans were handed a card with their MMS code to retrieve their photo, while each game’s competition winner was awarded a prize pack of NRL merchandise and the opportunity to select a ‘Player of the Day’ and present their choice with a new Telstra i-mode phone. The promotion also provided a cross-channel solution, as photos were also made available on the NRL website and via the respective team sites. Victories Thousands of NRL fans had their pics taken, creating lasting brand impressions (non-advertising wonks would call these ‘memories’) of being at the big game. The promotion also allowed Telstra and the NRL to connect with their audience when fans would be at their most enthusiastic – at the game – and also reinforced their branding alliance in an extremely relevant way that felt more like a valuable service than a marketing exercise.

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