Australian Football League (AFL) club Hawthorn FC have signed a deal with digital campaign platform Benchvote to power their grassroots football campaign Pick My Club that will shine a spotlight on the Eastern Football League (EFL).
Hawthorn approached Benchvote to power their Pick My Club campaign which has been designed to further strengthen the partnership between the Hawks and the EFL.
In 2018, Hawthorn formally signed a two-year partnership with the EFL with the aim of working together to boost community and grassroots football in Melbourne’s Eastern suburbs. The purpose is to create a strong alignment between the grassroots and elite.
Benchvote has been tasked with helping Hawthorn leverage social media, and each clubs fanbase to build awareness and to help the club learn where their grassroots support is hailing from on social media.
The Pick My Club campaign gives fans have the opportunity to vote for their EFL club to win, with the club that receives the most votes winning $5000, Sherrin branded footballs and a signed Hawthorn guernsey.
The first 2000 voters also get a free ticket to the round 15 AFL clash between Hawthorn and West Coast Eagles at the MCG on Saturday, 29th June where the winner of the competition will be announced at the game.
For this campaign, Benchvote will debut their new social referral engine. The engine rewards and incentivises entrants to share the competition with their friends and family over social media for more entries. Benchvote will roll this offering out across their platform for current and new clients in the coming weeks.
Benchvote’s founder Adam Mussa said about his company’s latest partnership with Hawthorn. “Working with Hawthorn gives us the opportunity to roll out this new addition to our fan engagement and data acquisition platform that truly leverages social media to increase campaign performance while reducing the need for ad spend. This is an excellent campaign to build grassroots awareness, and at the same time it helps
Hawthorn capture data to get more insights into where their supporters are from.”
Amber Wayn, Hawthorn’s Digital Marketing Executive added. “Benchvote’s solution for our Pick My Club comp provided two key features not available in our previous platform, that’s visual voting options and incentivised shareability. Both have been key to the success of our campaign. Adam knows his stuff when it comes to data capture and user experience. We love how our competition looks and behaves for our front-end users, and the back-end reports allow us to understand exactly how things are tracking.”
Benchvote is a digital campaign creation platform that helps right holders, agencies and brands create bespoke, high performing campaigns in just minutes, without code. For more information about Benchvote visit www.benchvote.com.