ASTON VILLA FOOTBALL CLUB
USING SOCIAL TO DRVE CRM GROWTH
Expanding Aston Villa's global CRM through a creative digital campaign for the pre-season tour to Australia.
THE BRIEF
Aston Villa’s 2022/23 Pre-Season Tour in Australia presented a new opportunity to the club to drive engagement, build the fanbase, and prepare for new commercial opportunities in a new market.
Although having recently had a connection to Australia, with ex-Socceroos captain Mile Jedinak in the centre of the Villa midfield until 2019, this represented a completely new market for the club in a commercial sense.
We needed something engaging and fun, simple to digest, gives value in exchange for the data capture opportunities.
Seeking a creative digital solution, AND THE NEW built a web-based augmented reality experience where fans could scan a QR code around stadiums and fan villages, play a classic ‘paper toss’ style game, take a selfie with Villa’s famous European Cup and, most importantly exchange their details for the chance to win an all-expenses paid trip to Villa Park.
Conceptualised and delivered in just two weeks, the experience received traffic in the thousands with almost one in four filling in the data capture form to allow the club to better understand and remarket to its Aussie fan base in future.
With pre-season matches Manchester United, Leeds United and Brisbane Roar across Queensland and Western Australia, we both Australian Aston Villa fans off the pitch with a fun digital activation and drove conversion with new database sign-ups.
RESULTS
2,300 INTERACTIONS
2,300 direct campaign interactions during the Aston Villa pre-season tour of Australia.
1,800 PLAY THROUGHS
1,800+ completed campaign play-throughs specifically with fans based in Australia.
750+ NEW CONTACTABLE FANS
750+ new contactable fans through unique sign-ups and email database additions.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
